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Brand Ambassador ( Reserve & Premium Spirits) at Serengeti Breweries Limited December, 2022 Job Description
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About Us

Serengeti Breweries Limited (SBL) is a Total Beverage Alcohol (TBA) company as part of the Diageo family that operates within the Tanzanian market, with a full portfolio across Beer, Spirits and Ready-to-Drink (RTD). SBL has a strong ambition to accelerate growth of its Spirits (Reserve & Premium) category to cement the business as a total beverage alcohol player in the market.


The Premium & Reserve Portfolio encompasses some of the finest spirits in the world. With a raging portfolio covering Vodka, Gin, Tequila, Rum, Brandy, Scotch & other whiskies, the breadth, and diversity of this portfolio give Diageo a true point of difference. The development and growth of these high NSV brands play an integral role in the sustained growth ambitions of Diageo.


This is an advocacy position sought at building the Premium & Reserve Portfolio knowledge, awareness and adoration with our sales forces as well as the Trend leading stakeholders/outlets, driving and encouraging customer dedication and demand, which will in turn transform into consumer demand. The role will also include managing the capability on spirits for the sales team and an assigned business unit.


There is a need to improve the Distribution and especially the Rate of Sale of our Premium & Reserve Portfolio, and the Ambassador will be pivotal in not only ensuring our TLA/RLA accounts are serviced to a level where visibility, in-outlet rotation activities, account promotions, perfect serves/rituals, recommendation, events and competitions drive a constant turnover of our brands, but that they are all to the Luxury Portfolio standard.

Top Accountabilities

  • Conduct comprehensive trainings, tastings, samplings, masterclasses, dinners, across the Premium & Reserve Luxury Portfolio of internal and external customers and targeted consumers-
  • Create structured monthly meetings with quarterly reporting to key Sales and Marketing stakeholders
  • Execution of Premium & Reserve Luxury Portfolio On-Premises and Retail activity – (for example – and not an exhaustive list- to include mapping and building a database of key stakeholders in the accounts and number trained, number of persuasion programs developed, % steal of share from the competition, quantified incremental sales linked to activity, building advocacy, improving

visibility, menu share, POS presence, creation of bespoke menu/cocktail lists, World Class


Prospect and build strong relationships with Gurus/Influencers in key markets, while maintaining and nurturing current relationships

Continually re-evaluates current Premium & Reserve Luxury Portfolio accounts and  helps  acquire  new accounts based on market trends

Inspires consumers, customers, and trade to advocate Reserve brands

Delivers special events in a way which provides positive surprises for our consumers and customers

Own the capability agenda for your assigned business unit, regional division and distributor partners

Qualifications and Experience


Excellent knowledge of the drinks and non-drinks luxury goods sector

Proven passion to live life of the luxury sector and bring our brands to life

Experience as an entrepreneur with a strong understanding of the motivations of bar managers and staff

Outstanding and proven presentation skills

Must possess excellent mixology skills with a solid Spirit (and Wine) knowledge

Proven training ability, persuasive selling skills, passion for wine and the high-end drinks business, with respect to customers and consumers

Excellent category, brand and trade knowledge with a strong ability to identify emerging trends and insights

Good informal relationships with wine, culinary and lifestyle journalists an asset

Proficient in English (highly recommended)


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