Meet Elayne Duff Who Cracked the Code on Succeeding as a Brand Ambassador

We’ve been meeting brand ambassadors and sharing what makes them good at their job. Today we take to talk to Elayne Duff who has not only been a brand ambassador, but also a trainer of brand ambassadors and is the founder of the Beverage Brand Ambassador Academy, where she teaches the skills necessary to be successful in the role.

Most people seem to start as bartenders and transition to brand ambassador but that wasn’t your path. What was your first role as a brand ambassador or spokesperson?

I stated as a promo model and that transitioned from a career in fashion. That led to MKG and created the program for Ciroc and Tanqueray 10—for the entire luxury portfolio. I transitioned and became head mixologist for Diageo. I became a mixologist on the job. I was the first ever portfolio brand ambassador. The brand I spent most time with was Ciroc. I trained P Diddy and his team. I was grateful to have a portfolio.

What attracted you to the industry?

I always liked spending time in restaurants and bars, but once I did the promo model thing and I was more senior as a sales exec, I started seeing how marketing worked and I loved learning about gin, tequila, whiskey. I loved everything about it. I loved the history. Everything is tied to liquor. I always created my own role. I wanted to be the head educator. In 2005 cocktails took off but I had never worked behind a bar. I kept practicing and was mentored by the folks at Dead Rabbit and Jim Meehan. I did internships.

What are the qualifications for being a truly great brand ambassador?

You have to have a great personality, be charming, you need to be comfortable in any room talking to anyone, you need to be an entrepreneur. It’s a complicated job. You have to be a good speaker. Be reliable. You have to know how to negotiate, manage relationships, manage time and learn how to close the deal in a way that’s a win win, so everybody gets what they need.

What about sales?

Typically, it’s not hardcore sales. It’s always part of every role, even if it’s just education, you have to be presenting the portfolio. You’re presenting ways of how they can use the brand and portfolio. Sales should always be in the back of your mind.

When do you think a brand needs an ambassador?

Every brand needs a marketing manager, but I think if you have the funds, it makes sense to have brand ambassadors to support and build the relationships. A brand needs a sales rep and a marketing rep.

What kind of training should a brand ambassador receive?

It’s multiple things, obviously you should know the brand and go to the distillery, spend a week learning and absorbing, then you need to learn the marketing plan, what is the sales and marketing plan—because you’re a piece of that puzzle. You should understand how the industry works. Understand how the product gets to market. Most people don’t know the logistics.

Marketing language! You won’t know it from working behind the bar. It’s also about strategy— the dos and don’ts. Don’t show up on a Friday night at a bar! How to assess an account both on and off premise. You need to know how to sell to close a deal! How to present well. You’re on the other side of the bar. How to read your audience and how to manage your time. Time management is really important.

What are some of the brands you’ve worked with to help train brand ambassadors?

I worked on the brand and strategy side with Anheuser Busch, then I started my own company. I started working with Jonathan Pogash, helping him and his brand ambassador agency and I created a training program for Laird’s applejack, for Jefferson’s, for Knappogue Castle Whiskey. Frederick Wildman, all their sales reps from wine to spirits. Right now from American Liquor a vodka brand, Bahnbrecker which is a bottled cocktail.

What do you cover in Beverage Brand Ambassador Academy?

Nobody was training brand ambassadors and it’s a very stressful job. It’s all online, videos and tests. In the program it’s what to expect, who are the people you’ll meet and what are the conversations you’ll have. We explain how to consider account strategy, how to target accounts one of on and off premise, how to figure our how are you going to target them. Part of it is how to evaluate an account. We share how to organize your time and organizational skills, how to organize your week and month to hit goals. Also how the industry works and how the distributors work, and part of that is how to sell, how to work with accounts, then meeting with buyers and understanding how to cater your approach and close a deal. Learning how to present either to bartenders or consumers and spirits knowledge if you’re not from the industry. We cover how to build your personal brand.

How should a brand evaluate the performance of a brand ambassador?

You need to know if they are reliable. If you’re looking at someone’s CV what are they doing outside of the bar? Are they ambitious? Are they entering competitions and getting their WSET? No one knows what it is until they do it. Adrian Briggs from Bacardi says I want to know if they’ve managed. Can you do a presentation, work on a computer, do a presentation? You do need to interview multiple times. Charlotte Voisey has them do a presentation. Are they the right fit for the brand? Do they have the personality for it?

Do they have to have passion for brand?

YES! You cannot fake your love for a brand. You have to respect it.

Thanks Elayne! Be sure to check out Duff's video series of interviews with brand ambassadors. Ready for a career change? In celebration of the launch of the academy, she’s giving away full tuition for 12 lucky winners in 2022.