Joffrey EtienneBrand Ambassador, Rémy Martin and Mount Gay


Wonder what a Brand Ambassador does? Events, tastings, trainings and sales calls by light, to pop-up demos in hotels and bars by night.

Read from Joffrey Etienne, Brand Ambassador for Rémy Martin and Mount Gay in France.


What is a day in the life like for you?

Waking up with a smile, a love for what I do, saying kind words to people I love, and sharing my passion for cognac (and rum).


The most challenging part of your job?

To travel a lot and really often. Even if I am passionate about my role and the brands, it can be really hard sometimes. There is also a complicated perception of cognac among French consumers—and occasionally dealing with personalities that are not compatible with mine.


The most fun?

To speak, teach and share about products that you love through trainings, master classes, tastings, events … and also communicating about them on social networks.


Your motto?

Live your life as you want to live it by staying true to yourself. Do not let other people change or influence you in a negative way.


What do you find most satisfactory at the end of the day?

When I’m convinced that I enriched people’s lives and enhanced their knowledge about how great cognac and rum are (especially in France).


Your favorite places to go out in Paris and why? 

Gentlemen 1919: a barber shop with a stunning speakeasy bar and smoking room where you will enjoy delicious cocktails with Rémy Cointreau products (of course) and taste exceptional cigars!


Your favorite cocktail and why?

Vieux Carré: the perfect dinner drink! Because I really love classic cocktails and it is obviously made with cognac!


Best professional memories?

-La Nuit de l’Amateur de Cigare: an extraordinary event mixing two of my passions: cognac & cigars.

-My first trip to Barbados to visit Mount Gay and meet Allen Smith.


Work background?

After several years at Schneider Electric and Apple, I decided to start my career in the wine and spirits industry. Before Rémy Cointreau I worked for “Distillerie Merlet & Fils” near Cognac. This experience enhanced my knowledge about cognac and enabled me to develop my passion for this spirit.


Favorite place you’ve been for work and why?

What is really thrilling in this job and the brands I represent is that you can access wonderful places, like five stars hotels and palaces, which is sometimes not possible in real life.


How often do you travel?

Between 1 to 3 times per month.


How many nights a week are you out? What hours?

With our new brand strategies, now I’m not really out in bars late that often—just occasionally during special events, for example.


Did you always want to be a brand ambassador?

Not really, I was only expecting to have a job in cognac highly focused on human and customer relationships.


Why Rémy Cointreau? 

I chose Rémy Cointreau because of its luxury brand portfolio and the way they are treating their employees.


Please drink responsibly.