Luxury and Premium Spirits Brand Ambassador

About the Function:

Our Sales team love building relationships, connecting with customers to sell our much-loved brands in new and vibrant markets where they can thrive. They help sell our iconic brands across 180 countries every year.

We’re operating across different markets, channels, and areas of expertise. Using your curiosity and passion, you’ll make the most of consumer insight and digital platforms, reaching new customers, markets, and celebrations to help us achieve our growth potential. We’ll support your learning and growth as you develop your career with us and work with people across our business to realize your fullest potential

About the role:

Diageo’s Luxury & Premium Spirits Portfolio features some of the finest spirits globally, spanning vodka, gin, tequila, rum, Scotch, and other whiskies. As a Luxury & Premium Spirits Brand Ambassador, you will play a pivotal role in elevating brand advocacy, enhancing premium execution, and driving consumer and trade engagement across key accounts.

This role is designed to inspire and educate trade partners, consumers, and internal stakeholders on the heritage, craftsmanship, and unique qualities of our luxury and premium spirits. The Brand Ambassador will also lead spirits capability programs for sales teams and distributor partners, ensuring that they can effectively represent our portfolio in the market.

Purpose of the role

This role is essential to strengthening Diageo’s leadership in the luxury and premium spirits sector. As a Luxury & Premium Spirits Brand Ambassador, you will be at the forefront of shaping brand perception, building advocacy, and driving commercial success in the most influential accounts.

Role Responsibilities:

Advocacy & Capability Building

•    Deliver high impact training sessions, masterclasses, and tasting experiences for trade partners, internal teams, and key consumers.
•    Establish and nurture strong relationships with Trend Leading Accounts (TLA), distributors, and industry influencers.
•    Drive the spirits capability agenda within an assigned business unit, ensuring that internal and distributor teams are equipped with expert product knowledge and sales techniques.

Trade & Consumer Engagement

•    Develop and execute brand activations and luxury consumer experiences to drive visibility and preference for our premium spirits.
•    Collaborate with on-trade and off-trade teams to enhance brand presence, menu placement & consultation, and overall execution quality.
•    Monitor and capitalize on emerging luxury and premium consumer trends to maintain brand relevance and competitive edge.

Social Media & Influencer Collaboration

•    Partner with key accounts and influencers to create engaging, high quality brand content that enhances advocacy and awareness.
•    Support social media and digital engagement strategies in collaboration with marketing teams to strengthen our online brand presence.

Performance & Reporting

•    Track, measure, and report on key KPIs, including brand visibility, training effectiveness, advocacy reach, and commercial impact.
•    Provide quarterly insights and strategic recommendations to sales and marketing leadership based on market trends and activation performance.

Qualifications & Experience Required

•    Deep knowledge and experience in the luxury spirits industry, mixology, hospitality, or premium brand marketing.
•    Proven ability to educate and inspire diverse audiences through training, storytelling, and experiential events.
•    Strong relationship building skills, particularly with HNWIs, bar professionals, influencers, and key industry stakeholders.
•    A strong understanding of luxury consumer behavior and high end hospitality trends.
•    Experience working cross functionally with sales, marketing, finance and distributor teams to drive advocacy and execution.
•    Knowledge of social media and digital engagement strategies is an advantage.

Diageo is committed to diversity, equity, and inclusion, and we encourage applications from individuals of all backgrounds. Flexible working arrangements are available to support work-life balance and career growth.
Character is Everything!

Experience and Skill Required;

• Bachelors Degree
• Mixology experience

Diversity statement:

Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.

We embrace diversity in the broadest possible sense. This means that you’ll be welcomed and celebrated for who you are just by being you. You’ll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world.

Feel inspired? Then this may be the opportunity for you.

If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.