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AMbassador•Refinement•training
Revolutionizing Brand Ambassador Training & Education
Award-winning liquor industry veterans Jeffrey Morgenthaler, Noah Rothbaum and Willy Shine, have joined forces to launch the comprehensive Ambassador Refinement Training (ART) program.Brand ambassadors and sales representatives are invaluable assets to spirits companies—serving as the de facto face of the brand and helping foster key relationships with bartenders, liquor store owners and the media.Despite their crucial roles, brand ambassadors and reps are often expected to learn on the job without formal training. The mission of Ambassador Refinement Training (ART) is to shorten this steep learning curve by providing transformative skills and innovative strategies, enabling ambassadors to excel and advance. Our mission is to inspire personal growth and drive excellence through dynamic, tailored training.The ART program is based on the founders’ combined 75 years of leadership and expertise in the beverage industry as well as their unparalleled industry insights. The curriculum will be designed around each client’s specific educational and strategic initiatives and needs.
Noah Rothbaum
Noah Rothbaum is one of the world’s leading authorities on cocktails and spirits as well as a Kentucky Colonel and a James Beard Award winner. He is the author of the acclaimed drinks books, The Art of American Whiskey and The Business of Spirits: How Savvy Marketers, Innovative Distillers, and Entrepreneurs Changed How We Drink. Noah is also the associate editor of the Oxford Companion to Spirits & Cocktails, which won the American Library Association’s Dartmouth Medal for reference book of the year. His next project is The Whiskey Bible, which will be published in the fall of 2025. Previously, he was the editor of the Daily Beast’s award-winning Half Full section and co-host of its critically acclaimed podcast, Life Behind Bars.
Willy Shine
Willy Shine is a legendary figure in the beverage and hospitality industry, starting as a bartender in the 1990s and rising to National Brand Ambassador , lead mixologist and director of education for top spirits like Appleton Rum, Jägermeister, and Teremana Tequila. Renowned for his leadership and mixology prowess, Willy co-founded award-winning venues and set industry standards through initiatives like BAR 5 Day and his consultancy, Willy Shine Inc. A passionate mentor, he empowers the next generation of hospitality professionals, combining traditional techniques with modern innovation. His career continues to influence and inspire, making him a transformative force in the spirits world.
Jeffrey Morgenthaler
Jeffrey Morgenthaler is an award-winning bartender, author, and industry innovator based in Portland, Oregon. Since beginning his bartending career in 1996, Jeffrey’s expertise and passion for the craft have led him to manage and co-own some of the most celebrated bar programs in the country. Jeffrey’s influence extends far beyond the bars he operates;. he is the author of the best-selling The Bar Book: Elements of Cocktail Technique, the first modern book dedicated entirely to the techniques of cocktail making, and Drinking Distilled: A User’s Manual, which offers a practical guide to drinking well. He is the head judge at the San Francisco World Spirits Competition, one of the most respected spirits competitions in the world.
invest in your team
We offer both on-boarding trainings for new hires and master classes for veteran ambassadors.
Sessions include these potential topics:
Driving Success On and Off Premise
Mastering Brand & Category Knowledge
The Art of Effective StoryTelling
Strategic Thinking in Action to Problem Solve
Thriving as a Versatile Beverage Ambassador
The Power of Confidence to Create Authentic Connections
Communicating Productively with the Media & Influencers
Throwing & Executing Dynamic Events
Bartending or Mixology 101
"Being a spirit brand ambassador is all about juggling different roles and wearing many hats—combining the warmth of hospitality with the savvy of the corporate world. It's the training that truly sets you up for success, turning talented bartenders or seasoned industry pros into expert ambassadors who gracefully tackle challenges and elevate brand experiences."
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