Drive premium spirits sales, build relationships with bars and restaurants, and bring brands to life!
08th December, 2025
About the Role:
We are seeking a motivated and strategic Brand Ambassador to drive growth in both ON Trade and OFF Trade channels in Cape Town. This role focuses on building strong relationships with key accounts, executing promotional campaigns, and delivering brand experiences that drive sales for premium alcohol brands.
Key Responsibilities:
1. ON Trade Business Development (75%)
Proactively develop new and existing business opportunities by building strong relationships with ON Trade accounts (bars, restaurants, hotels, nightclubs).
Target: 40 High Energy Luc Belaire accounts and 30 Premium Bumbu ON Trade accounts within 12 months.
Conduct regular visits to current and potential ON Trade accounts to drive sales and secure cocktail/tot listings.
KPI: Visit 30-40 accounts per week (ON + OFF Trade combined), focusing on ON Trade venues.
Deliver training sessions to educate ON Trade staff on Luc Belaire and Bumbu offerings and cocktail recipes.
KPI: Conduct 10 training sessions per month targeting key ON Trade accounts.
Implement and oversee promotional campaigns and cocktail initiatives to drive consumer engagement and sales.
KPI: Execute Belaire countdowns and Bumbu cocktail strategy in the region.
2. OFF Trade Business Development (10%)
Support OFF Trade channels by collaborating with distributors, retailers, and wholesalers to secure listings and promotions.
KPI: Secure 40 OFF Trade accounts per year for Luc Belaire and Bumbu.
Conduct visits to OFF Trade accounts to support in-store promotions and tastings.
KPI 1: Conduct 20 OFF Trade store visits per week.
KPI 2: Conduct 3 OFF Trade sampling sessions per month in key retail accounts.
3. Brand Advocacy (10%)
Represent the brands at trade events, tastings, and nightlife activations.
KPI: Participate in 4 consumer-facing events per quarter, following brand guidelines.
Leverage social media to amplify ON Trade activations and engage consumers.
KPI: Increase social media mentions by 15% per quarter.
4. Reporting & Market Insights (5%)
Provide quarterly reports on business development activities, sales performance, and competitive activity.
KPI: Submit quarterly reports with at least 2 actionable insights each.
Contribute to quarterly price comparison reports for ON and OFF Trade accounts to inform pricing strategies.
Candidate Profile:
Motivated, strategic, and articulate with a diploma or degree in sales, marketing, or business.
1-2 years' experience in business development, sales, or brand ambassador roles (preferably in the wine & spirits industry).
Fluent in written and verbal English with excellent negotiation and relationship-building skills.
Established relationships with ON Trade and OFF Trade accounts in Cape Town.
Computer literate (MS Office, CRM tools).
Flexible to work evenings/weekends and travel within the region and nationally as required.
Passionate about nightlife culture and premium alcohol brands like Luc Belaire and Bumbu.
Social media savvy for promoting brand activations.