First thing I noticed was that as a brand ambassador, you spend quite some time driving. And then after that part, you spent time finding a parking spot. The latter actually is quite a puzzle in crowded city centers.

We stopped for our first visit and I stepped out of the car nervously. Walking behind Martijn, who casually strolled towards the store, I was wondering how I would explain my presence to the store owner. I decided to introduce myself as his intern. Learning from the master. However, before I was able to adjust my eyes from the bright light outside to the dim light in the store, Martijn was greeted by a gruff “Hi, I’m sorry, not today.” 

Untroubled by the direct and cold welcome, Martijn managed to do a short talk and exchange some niceties before promising to call next week and we left the store. Spending just under 2 minutes in there. Martijn must have noticed my face, because he smiled and said: “ Sometimes you encounter these kind of days. It happens.” We stepped into the car and drove to our next location.

I had fun making small talk, but I wanted to see Martijn at work. How would he pitch or sell the whisky (and other drinks.), so I was looking forward to the next address. So, we arrive, we park and we walk to the store. Martijn walks in and an employee greets him immediately and the talk starts. Without a chance to introduce myself, I decided to stay silent and look at the whiskies for sale while keeping my ears open to what is being discussed.

To my surprise it was not about selling or buying bottles at all. They were discussing the best timing to organize a tasting that Martijn will host. And then it dawned on me, being a brand accelerator is not just about selling it directly, it is about promoting the brand as well. And what could be a better way to introduce your brands than hosting a tasting and getting people excited about the products you represent? Back in the car I realise that I could and should have known that fact, since I will be dropped off later, for Martijn to continue his day by hosting a tasting for a large group of Chichibu fans.

Stuck in traffic, because rush hour is getting closer, we drive to the next city and park the car. Walking into a store Martijn has never visited before, he greets a store clerk and asks who he should approach about a Salud Spirits introduction. While waiting for that person to pop up, we check some prices for a collection of core range whiskies. Deciding to leave, we take one last look and Martijn spots the person in charge who cuts him off mid-sentence. In a brusque way he is told that they won’t accept walk-ins and a meeting needs to be booked with a different person. Again, the store owner is cold, harsh and direct. But Martijn is imperturbable, keeps a smile on his face and wishes the man a nice weekend. Back in the car Martijn explains that man’s perspective to me. It might be busy, maybe he gets too many walk-in selling types etc. At the same time, he explains his side and mentions that booking a meeting is very sub-optimal. As someone driving all over the country, having one meeting in one city needs to coincide with the opportunity to visit other stores in that region. A tough balance I think.

The final store is another different experience. Martijn gets a warm greeting and a nice discussion about how things are going in the store. In this case, the location owner is working to get permits for a tasting room, and he hopes that he can start with that early next year. Martijn assures him he can book a date for a tasting and he will reach out at the end of the year. Again, I’m like a shadow in the background and I decide to buy two barrel aged beers. One for me, one for Martijn. To try later.

Martijn drops me off at home and joins me for a pizza while we discuss whisky things. When he leaves, I reflect on the day.  Could I do this job? I can talk about whisky and I know I can host a tasting. But the subtle communications skills with the different profiles of store owners and employees is something Martijn has mastered and I know that will never be part of my skillset. In my mind I applaud him for this patience and quick jokes and smiles. And now I write that down and thank him:

Martijn, thank you for the internship! I had a very fun day!