Career Opportunity

Old Forester Brand Ambassador – Birmingham, AL

Job Summary:

The Old Forester Brand Ambassador serves as a dedicated brand resource focused on growing the Old Forester family of brands within the state of Alabama. Through the direction of the Whiskey Area Manager and in collaboration with the Southeast Division Portfolio Manager and Associate Field Market Manager for Premium Whiskies, the role of this position is to increase visibility and brand awareness among consumers and trade and to create market wide trial and adoption opportunities, with a primary focus against the on premise trade channel.

The Old Forester Brand Ambassador will be looked upon as a trade and industry liaison and a key contact for local chapters of organizations such as the United States Bartender’s Guild (USBG). This individual will lead the brand’s efforts in attracting the interest and adoption of the high-end craft cocktail enthusiast sector, as well as activation of promotional events and providing appropriate support for the local Brown Forman broker. Additionally, this role will serve as a key contact for on-premise sales teams.

Primary Responsibilities/Activities:

Brand & Category Championship

  • Be the expert voice of the brand/category, and establish and leverage our position as the expert in the category and possess strong knowledge of competitor brands and competitive activity

Sales Integration

  • Liaise with the Whiskey Area Manager to help build the brand in top mixology accounts. Activities include:
    • Increase family of brands footprint through obtaining new points of distribution
    • Strengthen category leadership by obtaining menu placements in influential accounts
    • Work closely with United Johnson Brothers sales management team to educate, direct and motivate the on premise sales team to ensure focus is maintained on Old Forester

Local Channel and Consumer Event Activation

  • Identify, create and uncover brand-building opportunities in accordance with national platforms.  Develop, present and oversee localized programs with a primary focus against on premise channel stakeholders, including, but not limited to on-premise sales teams, local mixologists and bartenders, and by serving in appropriate consumer facing activities

Brand, Cocktail, and Category Education and Training  

  • Serve as the primary contact for brand expertise/training at the consumer, distributor and key account level. Champion the Old Forester brand at consumer facing activities targeting key influencers and adopters.  This role will be called upon for retail interaction when specific brand expertise is needed to leverage a brand opportunity. This role will also function as a primary resource for brand education within the state of Alabama
  • Educate the consumer, trade and agency through direct interaction including:
    • Provide brand expertise/training at the distributor and key account level
    • Provide brand education to amplify consumer and trade dinners and other educational

Channel Brand Building  

  • Champion the on-premise and non-traditional/non-licensed event efforts (such as local events) by building lasting trade and consumer relationships within targeted accounts (consistent with target profile)

Social Media

  • Possess working knowledge of relevant social media channels.  Work with the Whiskey Area Manager and Sales Ops manager to recommend social/digital programming directly targeted at the core consumer to support Old Forester branded activities and events


  • Source for consumer/channel/competitive insights – feeds local market intelligence up through the organization.  Collaborate with Division Marketing and local sales teams to develop innovative programs and ideas
  • Timely submission of program documents and deliverables


Minimum Requirements:

  • Solid understanding of on-premise trade channel, bartender experience preferred but not required
  • Thorough knowledge of bourbon specifically, and whiskey in general
  • Able to collaborate and develop and maintain effective working relationships with all members of extended sales and division marketing teams
  • Willingness to work unconventional hours (late nights and weekends)
  • Willingness to travel up to 30%
  • Entrepreneurial minded with an ability to innovate around the brand
  • Strong public speaking, presentation and communication skills
  • Able to develop compelling, fact based sales presentations using Microsoft Office such as PowerPoint, Word and Excel
  • Has sound financial skills and the ability to manage resources well
  • Must have a reliable car and valid driver’s license; this position requires driving

Essential Physical Functions:

  • Strong oral and written communication skills
  • Observes associate, customer/member, or supplier behavior
  • Enters and locates information on computer
  • Creates documents, reports, and event recaps
  • Ability to lift weight in excess of 40 lbs.
  • Ability to carry weight in excess of 40 lbs.
  • Ability to sit/stand for prolonged periods of time
  • Ability to pick up and transport Point of Sale (POS), event equipment, and product


Additional Comments:

This is a full-time position based on an annual contract with the client. 

Additional Attributes for Success in the Position:

  • Develop and Maintain Key Channel/Customer Relationships:  Develops and maintains lasting relationships with media, trade and consumer, key influencers
  • Motivated by Adding Value: Operates with a high level of energy on outcomes.  Demonstrated enthusiasm for the organization through commitments and actions
  • Accountability: Works autonomously and delivers against predetermined brand and program goals
  • Consumer Orientation: Understands consumer targets of each brand and how brand and channel fit with consumer motivations by occasion
  • Professional Demeanor:  Is timely for all meetings, well dressed, always practices responsible drinking habits, and prepares for meetings in advance


Position Financials (Annual):

Base Salary:  $ 60,000 – $ 65,000
Bonus: $ 10,000
Communication Allowance:  $ 2,400
Auto Allowance: $ 10,000
Benefits: Medical, Dental, Vision, 401K

Apply Today!

To apply for this position, please send your resume in .doc, docx or pdf format only to: Please include a cover letter and put OFBA_AL in the subject line.