Pernod Ricard UK

Brand Ambassador - Tequila

ID
2017-11-01-1672
Business Unit
Commercial
Employment Type
Permanent
UK-London

Overview

 

The UK market is a well-developed, competitive environment with a number of large competitors selling to very well developed trade segments. The On Trade consists of over 120,000 licensed premises supplied by a number of large national and many small regional wholesalers. Pernod Ricard UK manages the On Trade through 3 aligned business units - Field Sales, Managed Retail and Route To Market. Although the On Trade Channel in totality has been under pressure in recent years, the markets that Pernod Ricard operate in, Spirits and Champagne, have remained comparatively buoyant. Thus the channel is an important contributor to the profit of Pernod Ricard in the UK as well as playing a vital role in building the equity of our brands with consumers.

 

Key Purpose

 

To be the 'face' of Pernod Ricard's Tequila brands within the UK. To support the growth of your brand through driving trade and consumer advocacy, distribution and rate of sale by utilising key Ambassador tools of training, events, drinks development and PR.

 

Responsibilities

Prestige and Premium style, hotel and restaurant bars will be the key accounts for this role. These outlets are shop windows in the development of our brands and competition for share of voice within these outlets is extremely high. Each outlet demands a high level of servicing including product support and training of the highest level.

 

The Brand Ambassador interacts on a regular basis:-

  • Internally once a week with the Tequilas Marketing Team to update on activity and progress made in achieving the Tequila brand strategy
  • Internally with  all PR UK functions especially commercial, and new employees to educate them about the brand
  • Externally with consumers and customers to educate them about the brand to create genuine advocacy so that they:
  • Love Tequila
  • Buy and consume Tequila
  • Recommend Tequila

 

The Brand Ambassador role is fundamental in delivering this support, educating bar teams so that they are fully aware of the benefits of our brand which can then be translated into increased visibility and ultimately sales. It is the role of the brand ambassador to build relationships in these outlets and to ensure that we are making the most of all opportunities with both trade and consumers within the prestige environment.

 

The Tequila Brand Ambassador will report to the Prestige Field Sales Manager responsible for this team and will primarily support the development of Tequila within premium and prestige London accounts although some time will be spent within accounts in the rest of the UK.

 

The role is highly product focused and as such the Tequila Brand Ambassador will be expected to conduct informative and entertaining product educational /tasting sessions at the highest level.

In addition to the primary role outlined above the ambassador will also have responsibility for:

 

  • Attending/hosting and presenting at consumer focused events as directed by the brand team

 

The role is highly proactive with the ambassador expected to continually identify commercial opportunities, and highly interactive, constantly interacting with the Tequila brands and commercial teams as well as customers at the highest level.

Qualifications

Experience

- Experience working as a Bar Manager within quality London On Trade environment

- Expert mixology skills

- Expert knowledge of spirits

- High standard of presentation skills

 

Desirable

- Degree educated

- Previous training / education experience

- Working knowledge of tequila category and tequila production

- Experience working as a Brand Ambassador within the wine or spirit sectors

- Basic understanding of professional selling and planning tools

 

 

Preferred Background

- In depth knowledge of the On Trade environment

- Good network of On Trade contacts

- Knowledge of the London On Trade

- Premium spirits competitor

- Bar tending experience

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