The first thing Ingrid Best does when she wakes up is smile.
Smiling is a big part of my preparation.
The campaign recently expanded to highlight and supportBlack-owned businesses.
Behind the scenes, Best is tackling the lack of diversity and inclusion within the spirits industry.
Within her first few months, Best successfully curated a marketing team that consists entirely of Black women.
What challenges did you run into as you were building that team?
Honestly, I wanted to give everybody a job.
If I could help everyone, I would.
Does the pressure of your role ever keep you up at night?
On the flip side, how do you unwind and turn your brain off?
Im intentional about taking walks throughout the day, even if its only for 10 minutes.
It helps so much to start and release the day.
Another way that I unwind is sometimes Ill just roll out a yoga mat and lie there.
My hands are open, my feet are relaxed.
What seems to be the biggest misconception about your role?
The most common misconception in the spirits industry is that were here to party and be cool.
If youre on my team, its a mandate that you know the business and understand the numbers.
We make our marketing decisions, even the fun ones, with the bottom line in mind.
Whats the best career advice youve ever received?
I literally blurted it out.
Everybody looked at me like I said the most provocative thing in the world.
You worked as a street promoter for major music labels before making the transition into the spirits industry.
What surprises you the most about your professional journey so far?
At 20 years old, I started a promotions company with my best friend.
What surprises me the most is that Im not tired and that I feel like Im just getting started.
During the day, youre handling lots of business calls and meetings.
Then, at night before the lockdown, you could potentially be at several back-to-back events.
The energy that I wake up with every morning is like, Youre just getting started, girl.
This interview has been edited and condensed for clarity.
