I always find it interesting to hear the stories of how people get into being a whiskey ambassador, so with that we kick off the first in an occasional series about the people who are among the shining faces you meet of your favorite whiskey brands at public events with this interview with Breier.
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The Whiskey Wash (TWW): What exactly is a brand ambassador in the whiskey world?
Megan Breier: With my role I have the unique opportunity to not only represent an amazing portfolio of bourbon brands – Knob Creek, Basil Hayden, Bookers, and of course all of the Jim Beam products to mention a few – but, I also get to create long lasting relationships with the beverage folks and consumers who are enjoying our bourbon each day. I travel specifically to talk to folks about bourbon – to teach them anything from the basics to the nuances to super geeky distillation, processing and aging of America’s native spirit. I create events that will foster education and hopefully turn folks into die-hard Beam enthusiasts. Just to give you an idea, currently I have two exciting programs I am travelling with: “Oink and Barrel” a bourbon and country ham pairing and “Aged and Glazed” a bourbon an donut pairing.
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TWW: What is life like being a bourbon brand ambassador?
Breier: Interesting! Each day is different. I am constantly planning my next event and researching trends around the country. I am always in contact with restaurant/bar folks in my home state of KY – where bourbon is King. And, I’m on the road a lot. My days and nights are filled with sharing Jim Beam Bourbon knowledge and leading seminars, events and sometimes just sharing a cocktail with a few of my favorite bartenders.
TWW: How did you become to be an ambassador?
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TWW: It doesn’t seem like there are a lot of female whiskey ambassadors. Why do you think that is and how do you see that changing?
Breier: I think this is definitely changing. You are seeing more women behind the bar in general, not just out in front as a “cocktailer”. You are seeing more women at events, drinking whisk(e)y of all kinds and truly enjoying the history and nuances it has to offer. The ambassador roles, although expanding, are hard to come by – they are a pretty sought after, so competition is fierce when they are available! I expect you will start to see more women in these roles both formal and informal in the next few years.
TWW: Tell us one or two crazy stories you’ve had happen to you while on the road for Beam.
Breier: Ha. Can I plead the fifth on this one? Everyone likes to have a good time and enjoy themselves. I will say, one of my favorite trips was when I went to Atlantic City and there happened to be the Beard and Mustache Championship of the Universe (yes the universe!) taking place. Hanging out with folks with unbelievable beards – including women – was quite an experience. I also, always, enjoy when we bring out our Devil’s Cut tattoo artists and the men decide that they must have a tramp stamp for the evening and are so proud to show it off! (Don’t worry, it’s not permanent)
TWW: What’s next for you as a brand ambassador?
Breier: Great question. Currently, I am enjoying working with our Master Distiller Fred Noe on a regular basis in KY, I learn something new just about every time I host an event with him. Additionally, I am continuing to travel quite a bit – heading to Colorado in a couple weeks and then Bourbon Heritage Month will be here before you know it! Overall, I’m just happy to continue to spread the good bourbon word with Jim Beam and keep on sharing any knowledge I can to help folks enjoy it!
