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American Whisk(e)y Apprentice Manager

American Whisk(e)y Apprentice Manager


Job Summary

Proof Media Mix is looking for a self-motivated Manager for Diageo’s American Whisk(e)y Apprentice program. The American Whisk(e)y Apprentice Manager will oversee and manage up to 14 in-market apprentices throughout the country, who represent various American Whisk(e)y brands, including: George Dickel Tennessee Whisky, Blade & Bow Kentucky Straight Bourbon Whiskey and I.W. Harper Kentucky Straight Bourbon Whiskey. The American Whisk(e)y Apprentice Manager is a role model for the 14 whiskey “evangelists”, responsible for keeping their whisk(e)y portfolio top of mind with both Distributors AND Trade in priority markets in order to achieve the program’s volume and equity ambitions. The Program will have a heavy commercial focus, where the Manager will track individually and collectively the aggressive Apprentice KPIs and established goals set-forth in the American Whisk(e)y Apprentice program marketing plan.

We are looking for someone who is a collaborator and a best-in-class administrator, possessing excellent leadership skills while being responsive to stakeholders throughout the business. The candidate will possess a passion for whisk(e)y in all aspects, from the craft behind how it’s made to the heritage, history, and nuances of the category. They will also be well- developed in the mechanisms of the adult beverage category and its three-tier system underpinnings. They will have an acute ability to mobilize the various trends & insights being brought to the brands by the in-market apprentices, and will be tenacious in translating this knowledge into commercial action. The role will ultimately be critical in delivering the goals and objectives for the American Whisk(e)y Apprentice program.

The American Whisk(e)y Apprentice Manager will be the “force” behind the program, and will be trained and prepared to cover ad hoc event requests and market visits to represent any/all applicable brands whenever required.

Responsibilities and Duties


  • Train, Manage, and Lead the American Whisk(e)y program
  • Assist Apprentices with building strong relationships with on-premise/off-premise stakeholders and the extended bartending community in all applicable markets
  • Oversee all aspects of the program including: budgeting, KPI tracking, training
  • Work closely with the American Whisk(e)y Brand Team to ensure each brand’s plans and goals are being delivered, making adjustments as necessary
  • Conduct in-market visits with regional Apprentices

Role Outcomes

  • The American Whisk(e)y Apprentice Program becomes a best-in-class Apprentice program where participating brands increase market share in all applicable markets
  • Influencers and consumers to become advocates for the participating American whisk(e)y brands through their interaction with Apprentices
  • Development of effective, long term relationship with key influencers leading them to endorse the participating brands * Influencers and consumers are educated on the quality and heritage of the American Whisk(e)y portfolio
  • Effective relationships and collaboration with local commercial and distributor teams
  • Strong and compelling reach across Social Media channels

Qualifications and Skills


  • Category knowledge across North American Whisk(e)y & Craft Mixology
  • Strong public speaking; ability to “think on their feet”
  • Operates proactively – and where necessary reactively – in order to beat the competition
  • The Apprentice Manager is the personification of the program: attitude, appearance and personality.
  • Relationship management with external and internal stakeholders
  • Ability to develop strong relationships with trade partners
  • Manage and oversee budgets and KPI tracking
  • Ability to work cross-functionally


  • Excellent knowledge of the drinks industry and three-tier system. Additional passion for lifestyle brands
  • Proven ability to lead a team
  • Proven passion to evoke a brand’s qualitative aspects in both formal and informal settings and bring a brand to life * Experience in understanding the motivations of bar owners, managers and service staff
  • Effective presentation skills
  • Effective leadership skills
  • Proven training ability, persuasive selling skills, passion for the drinks business with respect to customers and consumers * Effective informal relationships across multiple industries within metro lifestyle sectors
  • Compelling social media use
  • Sales experience in the spirits industry a plus


Salary and Benefits

Commensurate to experience

Job Type: Full-time