“I have been a whisky collector and enthusiast for years, and the first whisky I bought was The Classic Laddie.” —Florian Pflieger, Progressive Hebridean Distillers Brand Ambassador.
Call it fate? Hear Florian’s story.
How did you become a Brand Ambassador?
Following hospitality school, I had diverse experiences in cuisine and as a sommelier in various gastronomic restaurants. I continued my studies at INSEEC Bordeaux business school for a master’s in the marketing and management of global spirits. Following this degree, I worked in a wine and spirits store in Bordeaux, then in Paris. I also was responsible for B-to-B sales in a wine and spirits agency.
What’s a Brand Ambassador role entail?
There are no two days that resemble the other. Their mission is to educate sales teams and clients and represent the brand at specialized exhibitions, trade shows and tastings. The Brand Ambassador’s role is to promote the values and distinct characteristics of the distillery they represent. Sharing is the most appealing part about being a Brand Ambassador. To be a good ambassador is to believe yourself, before convincing others.
What do you love most about your job?
To be an advocate for spirits that deserve to be known and recognized. But above all, I love that my job comprises my passion.
What skills are needed?
Personal? Passionate about spirits and motivated to develop a brand portfolio.
Professional? Autonomous, sociable and enthusiastic about building relationships.
How have you grown professionally since becoming a Brand Ambassador?
Better management of my time, analyzing and prioritizing important tasks, and being at ease speaking with an audience of passionate fans.
Why Rémy Cointreau?
The reputation of the Rémy Cointreau Group always attracted me. Unlike other large spirits groups, Rémy Cointreau distinguishes itself through its family style and philosophy.
What can you tell us about Bruichladdich and The Botanist?
Each trip to Islay is incredible! For me, each one of our spirits is a reflection of its savoir-faire and its origin [terroir]. So, it is very easy to represent exceptional spirits like Bruichladdich and The Botanist. Telling stories about the origin of the product to consumers is very important, but when your personal belief and your heart are in these stories, it is even easier.
Your best professional memory?
My first trip to Islay, accompanied by brand ambassadors from around the world, as well to meet people who are working at the distillery.
Advice to future Brand Ambassadors?
There’s a lot to learn. Don’t be solely engrossed in your brand. You must equally have a certain knowledge about your entire category (in my case, whisky and gin). Mastering the spirits world in a general sense is essential (technical aspects concerning the elaboration and production, consumption, global players …). You must not be afraid to speak in front of a 30- to 60-person crowd: a crowd often informed about and interested in the subject.