For anyone who’s ever wondered what this top job involves, or how you get it, we have the lowdown.
If working with drinks sounds like a pretty cool gig, then consider the life of a spirits brand ambassador. These hospitality stars are the official face of a spirit, or a portfolio of brands, and it’s easy to assume they spend their time swanning around the country’s best bars and visiting fancy overseas venues to mix some drinks and mingle. And while it does look a little like that, there’s also a whole lot more involved.
From hosting educational trade sessions and leading consumer events to training bartenders, designing drinks and so much more, the role is incredibly varied. That’s what we discovered after talking to three brand ambassadors – James MacRae, Natalie Ng and Henry Hammersla. They let us in on what their job is all about and share their best career advice, along with a few drinks tips for the rest of us.
With his strong Scottish accent and distinctive voice, there’s no missing James MacRae (pictured top, right). Originally from Edinburgh, James has been the Hendrick’s Gin ambassador for four years in Australia, but his industry experience goes way back. He started at the bottom in bars before moving into other roles, and today, this gin fanatic is right at home spreading the love for the iconic Scottish brand.
How do you describe your job?
“My role simply is to make people fall in love with Hendrick’s Gin, so next time they’re considering what delicious refreshing tipple to choose, whether in a bar or buying a bottle of something delicious to take home, Hendrick’s Gin is top of the list.”
Are there any misconceptions about brand ambassadors?
“Historically, I think they’ve been thought of as the night owls who never set foot in the office and get to do all the ‘fun stuff’ without any of the real graft. This is definitely not the case. We get to build brands. There are, of course, long stretches on the road, very early flights where you have a full day of emails, Excel spreadsheets, meetings and training sessions, before you are on to an event, and then hosting guests into the wee-small hours. But I get to do it with an incredible gin that so many know and love.”
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What do you love most about gin?
“I love the stories that surround gin, and I’m also a bit of a history buff of weird and wonderful information. Coming from Edinburgh, where there is a very rich history of gin drinking and production, both legal and illicit – we’d need a small library to hold them all, most stories are either far too rude or long and dark to mention here – I picked up loads of stories. Additionally, there’s a bit of mystical allure of alchemy, as cheesy as that sounds. How different botanicals can totally transform flavour, and how incredible producers such as our master distiller and creator of Hendrick's Gin, Lesley Gracie, can make something so versatile and delicious, never ceases to amaze me.”
What would you say to people who are yet to really enjoy gin?
“Fortune favours the bold! And remember, your palate is constantly maturing, so if it’s not for you now, come back to it. There’s also no right or wrong way to drink it, so enjoy it the way you choose. This has been a factor with many people not enjoying tonic, for example, but then discovering they love a gin and soda.”
What is your go-to cocktail order?
“I’m very partial to a Hendrick’s Gin Martinez, which is Hendrick’s Gin, sweet vermouth, Luxardo Maraschino Cherry Liqueur and bitters, stirred and tickled with some orange zest. Superb, no matter the season or occasion.”
What cocktail do you think everyone should know how to make?
“The classic Gin Martini. Being aware of the different styles, the difference of being stirred or shaken, and the terminology when ordering one is such a great learning experience for anyone. The overall most important lesson is that for any Martini, regardless of style, it has to be ice cold. Nobody enjoys a luke-warm Martini.”
Your best advice for people just starting to mix cocktails at home?
“Don’t be afraid to ask bartenders for tips and tricks as there’ll be so many great nuggets of wisdom that can dramatically level up your cocktail skills. Also, pre-chilling your glasses is a game changer.”
And your tips for people who want to be great bartenders and build a hospitality career?
“Try to check out as many of the best bars as you can. If possible, sit at the bar – you’ll see all the different steps of service and how serves are constructed to help your skills and knowledge, and you’ll also get the opportunity to introduce yourself and chat with the bartenders, striking up contacts and friendships to learn from.”
Despite graduating as a radiologist in nuclear medicine, Natalie Ng took a left turn and ended up in hospitality. What started out as a simple bar job to earn money has led to 20-plus years of significant industry achievements. These include opening bars (Sydney’s much-loved Door Knock was her baby), consulting for brands and venues, and training and inspiring so many others along the way.
How do you describe your role with Beam Suntory?
“I develop advocacy programs for the House of Suntory, while also delivering specific educational content that can be used across trade, off-trade and consumer audiences. My work focuses on sharing the stories, knowledge, history, and Japanese culture that define and shape these brands.”
What are your favourite parts of the job?
“Travelling interstate and globally to connect with like-minded audiences and deliver immersive content focused on our luxury portfolio, including Yamazaki, Hibiki, and Hakushu. I also love creating immersive experiences and events that are centred around each House of Suntory brand.”
Do people think you have the greatest job?
“Yes, often. People don’t always realise how physically and mentally demanding the role can be. You invest a lot of energy in the people you educate, collaborate with, and meet, whether at consumer events or in trade settings. There’s also an ongoing awareness that you’re viewed as an extension of the brands you represent, which requires a consistent level of presence, care, and professionalism.”
Can you share a little about your industry experience and what else you do now?
“My background includes working as a brand ambassador, leading the World Class cocktail program, developing drinks experiences and working as a project consultant independently and through an agency. I’ve also owned and operated several bars. Today, I focus fully on my role with House of Suntory while continuing to mentor bartenders who are looking to elevate their careers, with a particular focus on supporting women in the industry.”
Do you see any surprising crossovers with hospitality and your medical background?
“Working as a nuclear medicine technologist taught me how to collaborate effectively within a team and communicate with people from all walks of life. You have to know how to reassure and support people, while also being clear and firm so you can deliver accurate results. Those skills translate directly into hospitality – strong communication, empathy and teamwork are essential if you want to succeed in the industry.”
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What’s your go-to cocktail?
“A Hakushu Highball garnished with mint, a Tommy's Margarita or a Martini.”
What cocktail do you think everyone should know how to make?
“A Martini. The majority of them are still never cold enough or are under- or over-diluted.”
Your best advice for people just starting to mix cocktails at home?
“Learn the basics before trying anything with too many ingredients or complicated techniques. Balance is key.”
Any tips for people who want to be great bartenders and build a hospitality career?
“I think it’s important not to pigeonhole yourself in hospitality. A lot of people focus on just one facet, like bartending, and lose sight of the broader skill set that makes you a true all-rounder. Learning about business, marketing and social media can really elevate your journey and open doors beyond the bar.
“For bartenders who want to improve, finding a strong mentor is key, but you also have to take ownership of your own growth. You’re only as good as you allow yourself to be. Read, keep learning and leave your ego at the door. Behind the bar, focus on being clean, consistent and efficient. Knowledge is power, but bringing positive energy to your team will take you even further.”
After almost 15 years in hospitality, Henry Hammersla (pictured top, left) has held a wide range of roles here in Australia as well as overseas. He’d done everything from distilling and writing cocktail lists to working with luxury spirits. You might still find him behind a bar from time to time, but these days, he’s all in on education as the Campari Group’s brand ambassador.
How do you sum up your role with Campari Group?
“My role is to bring our iconic brands to life, sharing their rich history, the culture and craft behind their production, and the cocktails they’ve inspired around the world.”
What are your favourite parts of the job?
“My favourite part is storytelling. I love exploring how our brands have woven themselves into cultural history and how they continue to appear in everyday moments.”
How long have you been working with Campari Group?
“I’ve been with Campari for almost a year. The role came about quite serendipitously - it aligned perfectly with my shift from focusing on Australian spirits to exploring international spirits, and it was the ideal opportunity to work on a broader, global scale.”
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You’re a trained actor. Do you find this background benefits you in your work today in any way?
“At first, I didn’t see the connection, but now I draw on so many techniques and mindsets from my time in the acting industry and during my education at WAAPA. They help me educate, tell stories and find creative ways to showcase our brands every day. Storytelling is at the heart of what I do.”
What’s your go-to cocktail order?
“Lately, I have two. The Fine à l’Eau is Courvoisier VSOP, verjuice, soda water and a splash of sugar syrup – it’s refreshing, delicate and beautifully complex. The Toreador is a twist on the Margarita by Hayden Lambert from Melbourne’s Above Board. Mix Espolòn Blanco Tequila with lime juice, a touch of sugar and the secret weapon – apricot liqueur. Thank me later.”
Which cocktail do you think everyone should know how to make?
“I think everyone should master three classic drinks, each perfect for a different moment.“
Which cocktail do you think everyone should know how to make?
“I think everyone should master three classic drinks, each perfect for a different moment. The aperitivo is to start the evening, and an Aperol Spritz never fails. Then there’s the party starter – a well-made Margarita sets the tone. Invest in quality 100% agave tequila – it makes all the difference. And for a nightcap, the Sazerac is satisfying, elegant and a subtle cue that the night is winding down.”
Your best advice for people just starting to mix cocktails at home?
“Start simple, measure everything and choose high-quality spirits. Find a spirit category you love, then explore approachable classics. For example, if you love gin, try a Southside – it's easy, balanced and uses ingredients you’ll find at any supermarket. And remember, cocktails have more in common with baking than cooking. If you eyeball the measurements, the result will rarely be what you intended.”
Any tips for people who want to be great bartenders and build a hospitality career?
“Practise and perspective. The more you build your skills and the more you understand the wider context of hospitality, the better you’ll become and the more enjoyable you’ll be to work with. That combination opens doors and builds long, successful careers.”
