The importance of Brand Ambassadors in the luxury wine sector

In the competitive landscape of luxury wine, a market that has seen Italy beat France in recent years, differentiation is not only based on the quality of the product, but also on the ability to tell a compelling and authentic story. In this context, Brand Ambassadors can play a crucial role. Such professionals represent and promote a company, embodying its identity through words and deeds, both online and offline.

The figure of the Brand Ambassador

A brand ambassador is a person responsible for representing and promoting a company, supporting its offerings, and embodying its corporate identity. The role can be filled by employees of the company or by external representatives, such as satisfied customers or industry experts. There are no fixed qualifications to become a brand ambassador - what really matters is the ability to promote the brand with passion and authenticity. 

How Brand Ambassadors Add Value

Brand Ambassadors are a valuable asset in building a successful luxury wine marketing strategy. They are crucial for corporate storytelling, which is especially important in the luxury wine industry. Success stories, family traditions and the peculiarities of vineyards become powerful marketing tools when told with authenticity and passion. An effective ambassador knows how to position the brand in the minds of consumers, making it more memorable and desirable. Another added value is in the presentation: Brand Ambassadors not only describe and promote the product but live it and convey it with every interaction. Whether it's events, tastings, or simple conversations, their presence is a tangible representation of the brand. 

Ambassadors in the luxury wine sector can take various forms, adapting to the size and needs of the organization concerned. In small companies, a full-time employee can often fill this role part-time, focusing on sales and direct contact with customers. In large companies, on the other hand, there may be a dedicated team of Brand Ambassadors with a focus on training, expanding the customer base and interacting with trade partners.

Regardless of the size of the company, certain skills and characteristics are crucial for a successful brand ambassador in the luxury wine sector:

1. Ability to tell the brand story in a compelling and captivating way.
2. A presence that inspires trust and respect, to positively influence public opinion.
3. Ability to connect the dots between the product, the company and consumers, building a network of lasting relationships.
4. A genuine passion for the product that is contagious and makes promotion more authentic and credible.
5. A deep understanding of the history, values and people that make up the company, to convey an authentic and coherent message.

Peter Yeung

Peter Yeung is a business consultant specializing in strategic and marketing plans for the wine industry. Author of Luxury Wine Marketing and host of the XChateau podcast, Peter has held key roles as Vice President of Strategy & Business Development at Realm Cellars and Kosta Browne Winery, where he managed allocation systems and business analytics activities. He holds the WSET diploma and the title of Certified Wine Professional from the CIA. Prior to his career in wine, he led strategic marketing and sales at a clean-technology company in Silicon Valley and was a management consultant at McKinsey & Company. He has a master's degree from the London School of Economics and a bachelor’s degree in economics from the University of California, Berkeley. He resides in San Francisco. With extensive experience in the industry, Peter Yeung is an authoritative voice in luxury wine marketing, bringing a unique combination of strategic expertise and passion for wine. You can follow his insights into the world of wine and marketing on his podcast XChateau.