They are both the message and the medium—traveling the country with an expense card in hand and a wealth of stories to share. The life of a Brand Ambassador is as exciting as it is demanding, blending endless travel, vibrant social interactions, and the challenge of representing a brand at all times.
In this article, we delve into the dynamic world of some of India’s premier Brand Ambassadors as they share their stories, industry insights, and tips on staying balanced in an “always-on” environment. From managing the thrill of the job to prioritising self-care, this is a behind-the-scenes look at what it takes to thrive in this unique role.
Shibani Surkund
Suntory Global Spirits, Portfolio Advocate
What made you choose to become a BA?
I wished to share my passion for beverages and connect with people through the stories.
If someone wants to one day get into a similar position, what avenue should they take to become the next BA?
I believe it’s a combination of both work experience in the beverage industry (may it be in operations or management) and continuous education. It would be great to have some experience in food & beverage operations even if for a short period to understand the customer and consumer perspective of the beverage industry which is very handy to have for an advocacy led role.
What are some of the most memorable events you have executed as a BA?
Being a BA gives you the opportunity to immerse yourself into diverse events from intimate curated dinners to large scale music concerts or award ceremonies. However, the most memorable one would be the The House Of Suntory 100th Year Anniversary Gala Dinner & Event at the Taj Mahal Palace Mumbai where we had the chance to immerse our guests into a sensorial dining experience that takes ones through various eras and evolution of Suntory's whiskies over the past century.
How have you managed to thrive in a role that can often lead to burn-out?
The key is balance and prioritising time for yourself. I believe I'm still learning to be disciplined with the same.
What has been your favourite bar industry trend of the last year and why?
The resurgence of forgotten classics, I love that the bar industry is going back to the basics.
What do you want to see happen in the industry in the year ahead?
I'd love to see more women behind the bar or in advocacy roles. I wish for the beverage industry to continue working towards creating more conducive and accommodating work environments for women to follow their passions and build their careers.
If you were not a BA, what would you be doing?
Probably in food or beverage marketing.
Hemali Bendre - Diageo
Brand Developer, Luxury Advocacy- Diageo, India
What made you choose to become a BA?
The opportunity came to me and I thought I could look at this vertical in the beverage industry and get an experience.
If someone wants to one day get into a similar position, what avenue should they take to become the next BA?
Education matters - they must have an educational background of hotel management or F&B industry and be open to pursue further qualifications and must have hands on experience working behind the bar and attain knowledge, must have participated in competitions to develop confidence to speak, present and build a community. Should be hardworking and true to their sense of work and ethics, must be disciplined when it comes to work.
What are some of the most memorable events you have executed as a BA?
Lead ICW Mumbai 2024 - 7 Diageo bars being the recent one, Black & White campaign table for everyone with Masterchef Australia winner Chef Sashi Cheliah - where we conducted food and cocktail pairing dinners for 20 outlets across Mumbai, Johnnie Walker Blue Label food and cocktail pairing dinner with Masterchef Australia Chef Shannon Bennett, lead Our Hive trainings in collaboration with Marriott Hotels for 9 cities in India, Women’s Day x Tiny Ten Salon bar takeover with the best female bartenders in the country, these are recent, there are many more.
How have you managed to thrive in a role that can often lead to burn-out?
Learnt to say No the hard way, started taking offs which I was not able to take, taking care of my health and fitness by working out everyday in the morning, not skipping my meals even if it is a hectic day. Trying to complete my sleep for 7 hours at least.
What has been your favourite bar industry trend of the last year and why?
Sustainability and story telling tops my list. I recently also did an article for Liquid magazine on both subjects. Sustainability, because it is not only a bar industry trend but also a need of the hour. It starts right from a person as a human being and then as a bartender or an owner. Story telling is sometimes important to be able to escape from your daily routine and thoughts and teleport to another reality.
Who is a famous or inspirational individual you would love to have a cocktail with and why?
Lam Chi Mun - Director APAC Diageo; I’m always amazed to hear stories from his travel and learn more about beverage and business from him, in my recent meetings, it is also Ajay Nayyar - Coo, Tulleeho Portals Pvt. Ltd. as to how he looks at the Indian market, Lauren Mote- Ex Diageo Global Cocktailian - to understand cocktail concepts on a global level, also Chefs who have put food on a global map, Chef Thomas Zacharius is somebody I have worked with and learnt from about ingredients and how to use them correctly into beverages. He has been my biggest supporter and inspiration when it comes to working in the bar in sync with the kitchen.
What do you want to see happen in the industry in the year ahead?
Training the new generation to be more responsible when it comes to drinking and giving them the right direction to be more hospitable as now I see a lot of restaurants and hotels recruiting new employees who are quite young but are not enough responsible and it is very difficult to work with these people (Gen-Z is what they call them) as they have no value for the time and the energy and money that companies invest in them for their growth and learning.
If you were not a BA, what would you be doing?
I would be handling bar operations or would be looking for an investor so I could use my potential to the fullest to open a cafe/restaurant which would give me the opportunity to build better individuals for the hospitality industry.
Ishrat Kaur
Trade Ambassador - Bacardi India Pvt. Ltd.
What made you choose to become a BA?
Honestly, I've always thought I'll be really good at teaching and this role had a fair bit of education involved. Plus meeting all these amazing entrepreneurs and some of the movers and shakers of the industry was a big plus.
If someone wants to one day get into a similar position, what avenue should they take to become the next BA?
I think what a lot of people need to work on us what their personalities are beyond the bar. I think personality plays a big role in bagging a BA role. Programs like Grey Goose House of Change really help contribute to that.
What are some of the most memorable events you have executed as a BA?
I think my most favourite program had been the Bombay Sapphire Saw This Made This which was done regionally in India. Each region was given an inspiration and they had to get creative and make drinks to represent that inspiration for eg. Cubbon Park for Bangalore.
How have you managed to thrive in a role that can often lead to burn-out?
The burn out in this role is REAL. When you're around people so much, it drains you of your energy. I think the reason I've been able to thrive in this role has been because of a very good work life balance. It's kept me energetic and refreshed for every working day.
What has been your favourite bar industry trend of the last year and why?
I think local and seasonal will always been my favourite industry trend. It's timeless and delicious.
Name a famous or inspirational individual you would love to have a cocktail with and why?
I'd love to have a cocktail with Martha Stewart! I think she's such an inspiration and I have so many questions for her!
What do you want to see happen in the industry in the year ahead?
I see India on the map with some of the best bars in the world. I see us dominating all the lists with some of the coolest bar programs in the world!
If you were not a BA, what would you be doing?
This is a no brainer, I'd be a full time dancer for all my life.
Myles Carroll
Dewar’s and Malts Ambassador India
What made you choose to become a BA?
Had been a bartender and in the hospitality industry for 20+ years and the opportunity came along so I dove into it. Honestly never thought I would get the opportunity to be doing what I’m doing, but now that I have been doing it for five years, I love it.
If someone wants to one day get into a similar position, what avenue should they take to become the next BA?
I imagine there are many ways to get into this role, but the way I did it was through being a bartender for many years. I worked at many amazing bars and got myself involved in the bartending and larger hospitality community. I would enter competitions and go to all the events I could. My other advice is to be an ambassador of hospitality, have confidence and be kind ALWAYS. You never know who you’re going to meet and make friends with.
What are some of the most memorable events you have executed as a BA?
My first introduction to the large bartending community in India was the first India Cocktail Week in Goa in 2021. After leaving my hospitality community in the States, it felt amazing to finally be a part of this group here in India. Other than that, I have found that my favourite part of this job is being an educator. I love talking about something I’m passionate about and connecting with all the young bartenders who will be the next generation of stars.
How have you managed to thrive in a role that can often lead to burn-out?
I am very lucky to be blessed with a lot of energy and a very outgoing personality. I knew I was made for this profession because I love meeting people and making people happy all the time. As with all jobs, if you love what you do, you don’t work a day in your life; as Tommy Dewar said, “There is no fun like work”. It is also so important to find a company or group that has a great work culture, one that treats everyone with respect and helps build you up–one of the reasons I love working at Bacardi. As a general life rule you should also find your comfortable work/life balance and always take care of your mental and physical health. Oh and yes, drink a lot of water!!!!
What has been your favourite bar industry trend of the last year and why?
I am loving the trend of turning food memories and dishes into cocktails. Savoury or sweet, I love it all. Especially when the dish and ingredients are hyper local.
Name a famous or inspirational individual you would love to have a cocktail with and why?
Of course, I would have loved to have a chat with Tommy Dewar, the probable originator of the scotch whisky highball and the reason Dewar’s whisky is beloved all over the world. Also, I’ve been lucky enough to have drinks with my cocktail mentor’s mentor. Sasha Petraske; he was a true inspiration.
What do you want to see happen in the industry in the year ahead?
Going back to mastering the classics and a focus on impeccable hospitality.
If you were not a BA, what would you be doing?
Bartending and bar consulting. I will never stop getting behind the stick, I want to be bartending till I’m seventy or eighty and physically cannot do it anymore.
Hemant Mundkur
AB InBev India, Senior Brand Ambassador
What made you choose to become a BA?
Honestly, I hadn’t initially considered this role as a career path. Back in 2015, while working with Tulleeho, I had the opportunity to represent multiple brands, which gave me a taste of brand advocacy. One day, I had a meeting with Diageo that unexpectedly turned into a job offer to become a Brand Ambassador, and the rest, as they say, is history.
If someone wants to one day get into a similar position, what avenue should they take to become the next BA?
For those aspiring to become a Brand Ambassador, I recommend immersing yourself in the bar community. Network, participate in or host guest shifts, actively engage with brands, compete in cocktail competitions, and stay updated on industry trends. However, it is essential to approach this role with genuine passion—not just for the glamour but to truly support the brand, create meaningful impact, and give back to the community. My own journey has been incredibly rewarding, with opportunities to work with various brands and contribute to their growth. I recently joined AB InBev India as Senior Brand Ambassador, and while the company is known primarily for beer, I am thrilled to be introducing its premium spirits portfolio, including Budweiser Magnum Whiskey, Hoegaarden Gin, Seven Rivers Spiced Rum, and our luxury collective – D'YAVOL
What are some of the most memorable events you have executed as a BA?
Behind the bar, making cocktails alongside Mandira Bedi, and serving supermodel Coco Rocha and actor Randeep Hooda, back in 2017.
How have you managed to thrive in a role that can often lead to burn-out?
Having been in the industry long enough, I have learned that the job is not everything. I focus on maintaining a balance by setting boundaries, taking breaks when needed, and staying connected to what inspires me. This perspective helps me manage the demands of the role without losing sight of my well-being.
What has been your favourite bar industry trend of the last year and why?
The rise of cocktail bars has been exciting, with more focus on creativity, technique driven cocktails, craftsmanship, and presentation. Another notable trend is brand representatives returning to the bar industry as consultants. Bar owners are increasingly trusting these experts to lead drink strategies and operations, which marks a much-needed change from how consulting was traditionally approached. This trend is a positive evolution that brings fresh perspectives to the industry.
What do you want to see happen in the industry in the year ahead?
Bartenders have excelled in creating great drinks, however, over the course of the next year, I would like to see them refocus on the finer details that may have been overlooked in the pursuit of their craft. Simple yet impactful practices like keeping bar counters clean, maintaining eye contact, practicing cleanliness as you go, and engaging in meaningful conversations beyond just cocktails. It is about stepping out of their comfort zones, smiling more, developing a sense of humour, and truly embracing the hospitality side of bartending. A keen eye for detail and a sense of urgency can make all the difference in delivering an exceptional guest experience.
If you were not a BA, what would you be doing?
I would probably be the lead vocalist in a rock band! You can catch me at karaoke nights living that dream :)
