Cape Sales Ambassador

Role Purpose

The Regional Brand Ambassador is responsible for building brand awareness and strengthening Bouchard Finlayson's presence across the Western Cape and Garden Route regions. This role serves as the face and educator of the brand, focusing on delivering exceptional product training, supporting trade activation, and fostering relationships with premium on-premise and off-premise accounts.

Every role at Bouchard Finlayson carries responsibility not only for day-to-day delivery, but for shaping the next chapter of the brand. All team members are expected to act as stewards of the business, contributing ideas, embracing change, and taking ownership of how we evolve, grow, and succeed together. The future of Bouchard Finlayson is built through collective accountability, collaboration, and a shared commitment to excellence.

Key Responsibilities

• Conduct product training sessions for customers, distributor teams, and trade partners and serve as a knowledgeable resource and point of contact for trade partners seeking product information and support.

• Plan and execute trade tastings, promotional events, and brand activations to communicate the Bouchard Finlayson story, winemaking philosophy, and product range.

• Ensure consistent brand messaging and storytelling across all customer touchpoints.

• Support in-store and restaurant activations to drive brand visibility and engagement.

• Build and maintain positive relationships with premium restaurants, boutique wine shops, and select retail accounts conducting regular account visits to support brand presence and customer engagement.

• Assist customers in placing orders, act as liaison between customers and the farm to facilitate order fulfillment, coordinating with internal teams to ensure timely delivery and customer satisfaction.

• Gather market insights and customer feedback, and monitor brand presence and competitor activity to share with the Domestic Sales Manager.

• Support distributor representatives with product knowledge, training materials, and brand messaging ensuring distributors have up-to-date brand resources

• Accompany distributor teams on customer visits to provide product expertise and training.

• Ensure premium brand presentation and visibility at point of sale.

• Maintain accurate records of training sessions, tastings, events, and customer interactions.

• Actively contribute to the ongoing evolution and success of Bouchard Finlayson, recognising that transformation, innovation, and long-term sustainability are shared responsibilities across the organisation.

Skills & Competencies

• Strong relationship-building and interpersonal skills with the ability to engage premium trade customers.

• Excellent communication and presentation abilities, comfortable training groups and conducting tastings.

• Self-motivated, organised, and able to work independently across a large territory.

• Results-oriented with strong commercial acumen and negotiation skills.

• Passionate about wine with deep knowledge of varietals, winemaking, and the South African wine industry.

• Strategic thinking combined with hands-on execution capability.

• Creative and energetic approach to brand activation and events.

• Proficient in Microsoft Office and comfortable with CRM systems and sales reporting tools.

Qualifications & Experience

• 2-3 years' experience in wine education, brand representation, hospitality, or wine sales.

• Proven track record in B2B sales, account management, and new business development.

• Strong existing relationships within the Western Cape restaurant and retail wine trade preferred.

• WSET certification (Level 2 or higher) or Cape Wine Academy qualification strongly preferred.

• Valid driver's license and willingness to travel extensively within the territory.