Ambassadors of Spirits: Inside the Lives of Four Global Storytellers

13 mei Ambassadors of Spirits: Inside the Lives of Four Global Storytellers

In an industry driven by passion, tradition, and personality, global brand ambassadors are the beating heart of spirits brands. They are storytellers, educators, road warriors, and cultural connectors. We spoke to four of them—Mitch Wilson (Black Tot Rum), Jesse Estes (Tequila Ocho), Max de Smit (De Kuyper), and Daniyel Jones (Angostura)—to get a behind-the-scenes look at life in one of the drinks world’s most fascinating roles.

How they got here

For some, the path to brand ambassadorship was serendipitous. For others, it was written in the stars—or at least in the family tree. Jesse Estes, now Global Brand Ambassador for Tequila Ocho, grew up around agave spirits. “Tequila is in my blood,” he says. “The brand was created by my father, and it’s a culmination of his lifelong love for agave spirits.” His early exposure to the industry laid a foundation that would become deeply personal. Jesse watched his father work with unwavering dedication and curiosity, absorbing knowledge about terroir, harvest, and tradition. When the opportunity came to represent Tequila Ocho professionally, it wasn’t just a job—it was a way to continue a legacy.

Mitch Wilson (Black Tot Rum) started by chance in one of the world’s great rum bars, Trailer Happiness in London.” From there, he worked in bars across three continents before landing his dream job as a Global Brand Ambassador. The energy of Trailer Happiness left an imprint. It was there Mitch discovered his love not just for rum, but for the spirit of hospitality—how bartenders could be both hosts and caretakers, educators and entertainers. Max de Smit (De Kuyper) found his calling in hospitality at just 19. A defining moment came post-COVID, when he left the comforts of Rotterdam for Paris. “It was a leap,” he says, “but it made me grow in every way.” Paris offered a different rhythm, more international exposure, and a deeper dive into brand advocacy. His time abroad helped shape the way he now connects with global audiences. For Daniyel Jones (Angostura), the leap began with a dream. “I allowed myself to dream big,” he recalls. After winning the Angostura Global Cocktail Challenge in 2013, he took on what was supposed to be a one-year role as Brand Ambassador. Eleven years later, he’s still flying the flag. Coming from the Caribbean, Daniyel had to fight for global visibility, using competitions as springboards into wider industry recognition. It worked—and then some.

Jesse Estes, Global Brand Ambassador for Ocho Tequila

Life in Transit Mode

A life on the move is part of the gig. Max travels 2 to 4 times a month, while Mitch logs 200-300 days on the road annually. Jesse visits four countries per month, and Daniyel’s peak seasons can include six market visits in just 30 days. These aren’t just flights and hotel stays—they’re intense stretches of back-to-back masterclasses, guest shifts, trade visits, and brand-building activities.

Coping strategies vary. Jesse brings consistency through a white noise playlist and eye mask: “It sounds odd, but those little things help me feel at home.” Over time, these habits become essential touchpoints that help ground the mind in an otherwise transient lifestyle. Mitch never travels without his speaker, journal, books, and fitness bands. For him, writing offers a rare moment of solitude amidst constant movement. Max is all about preparation. “Only pack what’s essential in your carry-on—the rest is ballast.” He’s refined his system down to a science—multiple sets of toiletries and chargers, ready-to-go suitcases, and strategic planning that makes him perpetually travel-ready.

For all four, health is non-negotiable. Jump ropes, electrolyte drinks, and online personal trainers all make appearances. “You can’t drink like someone with a 9-to-5,” Daniyel says. “We’re exposed to alcohol every day. You have to give your body a chance to recover.” He brings turmeric, vitamin C, and even prepares homemade electrolyte mixes with salt and lemon. These aren’t fringe routines—they’re survival tools.

A Day in the Life

Spoiler: no two days are the same. The chaos, they all agree, is part of the charm.

“There’s no normal daily routine,” Mitch admits. He might be hosting masterclasses in NYC one day and then flying in to shake drinks at a guest shift in Poland the next. A morning might begin with answering emails and conference calls, before heading out to visit retailers, followed by a rum training for a local bar team, with the evening either spent visiting bars or behind the stick, introducing both guests and industry folk to the brand through tasting and in cocktails. Max starts with a morning run and ends coordinating social media strategies or attending international trade shows. He’s involved in everything from new product development to cocktail education across multiple brands, each requiring tailored messaging. It’s a complex balancing act of creativity, structure, and culture. Daniyel’s market visits start early with logistics meetings and end with cocktail prep, guest shifts, and late-night kebabs. In between, there are check-ins with local teams, content creation, and debriefs. At home, he takes time to reset, focusing on fitness and family. Jesse’s days shift from planning events like World’s 50 Best Restaurants to prepping for seminars at Tales of the Cocktail. “Every day looks different,” he says, “and that’s what keeps it exciting.” His work is split between high-level brand activations and one-on-one moments with bartenders and trade partners, keeping Ocho’s story rooted in authenticity.

Each ambassador wears many hats: educator, strategist, event planner, and cultural translator. Mitch sums it up well: “You’re there to create a personal connection to the brand. The best ambassadors make the bottle come alive – not just through the quality of the liquid, but through the shared memories and relationships it represents. Big brands can pay for visibility, but when a bartender picks up your bottle by choice, smiles, and feels proud to make their guest a drink with it – that’s a feeling money can’t buy. That’s the real impact of advocacy.”

Finding Some Kind of Balance

Balance is elusive, but essential. Daniyel breaks it down into three pillars: fitness, family time, and meditation. “That’s what keeps me centered,” he says. Without this foundation, the rigors of travel and constant performance can chip away at mental health and clarity. Jesse has restructured his life around sustainability. “For longevity in this industry, I had to cut my alcohol intake significantly,” he says. “I also try to be more discerning about what projects I take on.” He practices daily meditation and maintains strict exercise goals, which provide him with structure even in unfamiliar environments. Max, ever the planner, says, “You make time for what matters. My mom is my biggest fan. She comments on everything I post. That keeps me going.” Staying in touch with family, even virtually, helps anchor him amidst time zone shifts and jet lag. And Mitch? He’s a realist. “This isn’t your average 9-to-5. You might work 16-hour days across multiple time zones. But if you stay hydrated, find good coffee, and look after your mental health, it’s sustainable.” He finds his moments of calm in art galleries, hotel workouts, and writing sessions on long-haul flights.

Max de Smit, global brand ambassador for De Kuyper

Why They Keep Going

What keeps these globetrotters going? The people.

“The best part of my job is the lifelong friends you meet along the way,” says Mitch. “Even the toughest week is still an amazing one, because you get to be a part of this global bar community.” Relationships are everything. From a translator in Taiwan to a barback in Berlin, every connection becomes a part of the ambassador’s extended family. Daniyel echoes that: “We’re all originals. Meeting new people, learning their cultures, it keeps me curious.” He sees every encounter as a window into another worldview. That curiosity, he believes, is the key to longevity in the role. Jesse finds inspiration in the legacy he’s part of. “Getting to work with a spirit from Mexico, a country I deeply admire, is something I’ll never take for granted.” The cultural weight of tequila, especially a brand like Ocho that honors terroir and traditional methods, makes the work deeply fulfilling. For Max, it’s about creativity. “I love exploring how different liqueurs behave in cocktails. Swapping Triple Sec for Grapefruit Liqueur in a Margarita—that kind of stuff is magic.” The lab at De Kuyper’s distillery is his playground, and discovering flavor potential is his favorite sport.

What’s Next (and Some Advice)

Each ambassador has a distinct take on the future—and some advice for those coming up. “Don’t just learn to love spirits,” Max advises. “Become a storyteller. Learn to lead tastings, present with confidence, and inspire.” For him, ambassadorship is equal parts theatre and mentorship. Jesse urges bartenders to prepare. “Keep your CV and headshots ready. You never know when opportunity will knock.” It’s practical advice, rooted in years of watching peers scramble when an offer suddenly arrives.

Mitch adds, “you have to care about people. I think it’s the most important quality we can have in hospitality, no matter what side of the bar we end up on. It’s also why I believe bartenders make the best brand ambassadors; it’s in their nature to look after others. If you’re coming up through the ranks, aim to be the best you can be at every level. Be the person that cleans out the glass washer properly. Be the one who shows up to every training. Jump in when your team’s in the weeds. Be teachable. Work with the best mentors you can find, and bring your best self to the room every time. It’ll take you far, no matter which path you choose.

And Daniyel? He’s already planning to mentor the next generation. “Find good mentors. Keep learning. Tune into my socials—I’ll be launching programs for bartenders who want to transition into brand roles.” His advice comes from a place of deep experience—and an understanding that the role isn’t just about cocktails, but character.

As for the future, all agree that the industry is shifting toward mindfulness. “People are drinking less but better,” Jesse notes. Daniyel sees tech playing a bigger role: “We might see 80% of the human element replaced with AI. The question is, how do we preserve authenticity?”

Still, some things never change. “Whether it’s a highball in Tokyo or a Last Word in Amsterdam,” says Max, “what connects us is the passion. That’s the universal language.”

Mitch Wilson, global brand ambassador for Black Tot Rum. Photo by Jo Blogs Rum (screenshot from instagram). Mitch was asked by Tomas Estes (the father of Jesse) to be editor on his book The Tequila Ambassador. The book was released after the Tomas passed.