Whisky brand ambassador makes history
A CENTANE-born woman has broken barriers and become the first Eastern Cape woman to be the brand ambassador for Chivas Regal whiskies.
Abongile Kolisi, a Wits University BCom (marketing management) student, said the Chivas Regal man or woman was one who had found or was “striving for career actualisation, appreciates history and culture, and is drawn to refined city life as a facilitator of greater success”. The description, she said, suited her perfectly. “The brand for me is all about family values and giving back to the community – values that I believe in also, so it’s an honour to represent a brand that has stayed true to its identity,” she said.
Kolisi, a former Clarendon Girls’ High pupil, said that to represent and manage a brand like Chivas Regal, “one must not only mirror and complement its renowned sophistication, but demonstrate deep-rooted passion and drive”.
“The whisky industry is male-dominated, and for that [reason] I believe it is time for a change.
“My goal with this appointment is to break boundaries and prove that this is a space women can also play in,” she said.
Kolisi has six years’ experience in the liquor industry, having worked for SA Breweries and being brand ambassador for SKKY vodka.
“It was while working for SAB that I got a keen interest in spirits,” she said.
“I then worked two years at BrandSmith for Glenfiddich, Remy Martin and Grant’s whisky, and two years as brand ambassador for SKYY.”
Kolisi said that she should not be mistaken for a simple, unambitious country girl.
“Since moving to Johannesburg, my confidence and style [have] ensured that I quickly found my feet,” she said.
One of her responsibilities as ambassador would be to network with influencers, celebrities and “other awesome people”.
“I engage with consumers at festivals, whisky tastings and food pairing events,” Kolisi said.
One of her goals was to ensure that people rediscovered Chivas Regal, the world’s thirdlargest-selling whisky.