June 16, 2022 • 34 mins
Ingrid Best is breaking barriers and changing perceptions of women in the Spirits Industry. She has worked on some of the most recognized brands: Diageo, Cîroc, DeLeón, Hennessy, and Bacardi.
Ingrid shares the significance of following your passions, the value of surrounding yourself with people who support you, and the best tools for marketing today.
Guest IG: @itstanyatime
Guest IG: @ms_ibest
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Episode Transcript
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Speaker 1 (00:00):
Hey Money Movers, Welcome back to Money Moves, the daily
podcast determined to give you the keys to the kingdom
of financial stability, wealth and abundance. Hey Money Movers, Welcome
back to the Money Moves podcast powered by Greenwood. Our
(00:22):
next guest is breaking barriers and changing perceptions of women
of color in the spirits is industry across the whole
entire world. She is a global head of Marketing Spirits
at Combs Enterprises. She has worked with some of the
biggest brands in the spirit industry including Diaggio, Hennessy, Bacardi
and now of course Sarrock and Delhi. On Money Movers,
(00:42):
please welcome the marketing powerhouse Ingrid best to the podcast.
Thank you so much. It's so good to be here.
Thank you so much, Taniel. That was That was a
great intro. Girl. I'll take it girl. This podcast is
about giving accolades and flowers to people when they're due,
and you deserve all of that. It is such an
honor and pleasure to have you on the podcast today,
(01:03):
so we welcome you with open arms. Thank you. It's
really good to be here and listen. I am so
impressed by the work that you all are doing at Greenwood, big,
big fan, and so I I couldn't turn this opportunity down.
Thank you sis, thank you. Well. I'm going to start
off by saying you are such an inspiring woman. I
(01:26):
love having boss women on the podcast. We had a
whole separate edition of that. So I'm really excited to
share your story in this incredible journey that you've been
on for you know, a couple of years in this industry.
So can we start at the beginning because I think,
you know, one of the things that I love to
convey is that you know, nobody is really an overnight success,
(01:46):
and you have a great story of starting from the bottom.
Now you're here. So if you could start off with
how did Inger get here? Yeah, twenty years in this game? Um,
and you're right, you you do not start where you
are at twenty years in right, you start someplace. So
I started as an ambassador, you know. I had a
(02:07):
friend say to me, you would be great in the
spirits business, you know, and you should look into it.
It was one of those Um, I've been in the
music industry for a few years as a street promoter.
I was damn good at it, and you know, but
the music industry was changing, things were really going digital
and weep were just changing. And so I went online
(02:29):
to craiglist That's what we used to do back in
the day, right to look for job and when somebody
was like connecting us and there was there was an
ad to launch a Spearits brand and I was like,
this is what they were talking about. And I got
a call and next you know, I got the gig
to launch a brand actually for Diagio, a high end
run brand as an ambassador. I killed it and I realized,
(02:53):
I said this this industry feels right. I really like
this and that's where my career started as an ambasad
sitter and then I just went on you know, reputation
and relationships and ambition. Of course, worked for some of
the biggest suppliers in the world as you mentioned. And
now I am overseeing and running the Spears division for
(03:15):
Sean love Cones, which is a dream come true for me.
You know, he has really been the pioneer in this
business for black and brown people and so so to
sit side by side with him twenty years you know
after entering this business is something really special. Wow. I mean,
with an incredible trajectory because you think about it like
as a street promoter, like the hustle it took, especially
(03:37):
the game was so different then, right like when people
were handing out flyers saying, come to this event. Here
is an activation. Um so like your hustle that. Do
you feel like that really informed you know your work
ethic as you moved forward through the industry. Absolutely. Absolutely,
There's a lot of things that we do now. You know,
some of the pivots we had to make because of
(03:58):
the pandemic. For instance, I had to dig back and
think about what were the things that we were doing
when we didn't have access or read or right like
where you just have to kind of get gritty and
think outside the box. So it certainly informed. I think
my career as a whole. It's informed the fact that,
like people just want you to tell the truth in
(04:21):
your marketing. People just want you to be relatable. They
want to be you know, they want you to be accessible.
And a lot of that I learned through street promotions.
I really, I really did, and I'm really grateful to
that experience. I wouldn't trade it for the world. And
I literally pull a lot of that game into into
how I managed the business today. Yeah, so even talk
(04:43):
about you know, your experience as a women of color,
a woman of color story in the spirits industry. You know,
typically before moguls like um Puff when with his Sarroq
and Delhi on, you know, it was typically a very
white ownership industry. How was it break ca in in
those early days? It wasn't easy. Um, there weren't a
(05:04):
lot of people that looked like me. I tell this
story all the time. There were very few and the
few people that I saw that looked like me weren't
you know, wasn't seats at the table, wasn't decision makers,
wasn't hiring you know, people who were making hiring decisions,
which you need right to to be able to break
in industries, different industries at times. So it wasn't easy. However,
(05:29):
because you know the landscape of the consumer was starting
to be much more multicultural, black and brown. You have
to have someone that can inform you on how to
speak to us and what to do. And so I
really leaned into that. I leaned into understanding that I
was a commodity to a lot of these companies UM
(05:51):
that really needed to get their hiring practices together, let's
just say what it is, right, because there just wasn't
enough of us. So not easy. But I took it
as an opportunity, right. I took the challenge as an
opportunity to really, uh really really make a difference I
think in the in the industry that I grew to love.
But definitely not easy. Not a lot of people that
(06:13):
look that looked like you and I when I when
I got started. And that's part of my commitment today
and why my entire team looks like you and I,
you know, and I love that because oftentimes I work,
you know, deeply into the startup in tech world, and
I'll get messages from women, you know, across the country
being like, how did you break in? There's nobody that
looks like me? And so when you hear your story,
(06:33):
you realize, like, look, sometimes you're just gonna have to
find a mentor that doesn't look like you. But you know,
as soon as more and more of us get into
those environments, we're pulling up others behind us. And so
twenty years later, you know, you're now building the companies
that are employing so many women, so many people of color,
and we've changed the world. Yeah, yeah, you know, ally
(06:55):
ship is real. So I want to go back to
your point around like, sometimes you do have to tap
into people that maybe don't look like you, but get
it right that they can land a lend a hand.
So ally ship is a real thing. And I've had
I've experienced ally ship folks that are not black and
brown that see said, there's a bit more of a
challenge for me to navigate and move. But then you know,
(07:18):
when you can have someone that understands you, looks like you,
is willing to have those conversations that you often need
to have, it's priceless, right. And you do find yourself
in in in a in a different positions. So for instance,
the position that I'm in now head of Marketing, you know,
(07:39):
executive vice president. That is because of Sean love Coomb.
That is not because you know, some of the other
organizations that I've worked for in corporate America thought that
I was fit to be in that role. And and
so there is a difference when you're working with your people,
they see you differently, right, And yes, it is our
duty to go back and um extend that same hand
(08:03):
the way that someone has extended it to you. So
and that's what I'm doing. I love it. I love it.
You are it's I mean, it's incredible to see. So
let's talk a little bit. Now. You're at this huge
brand you're working for, you know, an icon like Sean
Ditty Combs, and he and you, of course have been
both responsible for creating some of the most well known
(08:24):
liquor brands across the world. So I don't think it's
over inflated to call you a marketing genius. You know, recently,
I've had a few people. I actually had one of
my agency partners say to me the other day, girl,
you were you were on a roll on that call here, Yes,
you're a genius. And I was like, I like that.
I'd like how that sounds. I mean, I think we
(08:46):
all need to step into our power and feel comfortable
being able to talk about ourselves that way. So yeah,
I'd like to think that I am a powerhouse when
it comes to marketing. I am a powerhouse when it
comes to creating and and connecting the dots um and
I'm creating brands that are like household names, And I
(09:06):
think that's something so special, you know, because it's not
just it's not just in our own community. It's in
white communities. I mean, I've traveled all over the world
and you can find some rock, you can find eli on.
So I just think there's there's so much inspiration in
that and to be able to share your story and
tell so many because there's so many women right now
who are is trying to start brands or businesses. So
I'm wondering if you can sort of share, um some
(09:29):
of the stories that you know, you've accumulated over the
years about building these brands, just some tips and pointers. Yeah,
you know, I think the first thing it goes back
to my early days of street promotions, Like I was
an intern. I talked about this a lot, right, finding
ways to get close to the things that you're passionate about. Right,
(09:50):
you gotta immerse yourself to think that you can like
love something but not get close to it and then
master It's a little back words. So I think the
first advice to any woman or man that's aspiring to
do to be an entrepreneur or to break into a
business is like, figure out ways to get close. And
(10:11):
that may mean that you're not necessarily getting paid, but
that you're being paid through experience. So find ways to
get close would be my first advice, and I did
that and that internship that I had undersway. I still
revert back to some of the experiences that I had,
and that was many years ago. That was many more
(10:32):
years in twenty right, So it's it's get close, get
as close to it, live it and breathe it as
you can. And you know, live and breathe it as
much as you can. Don't do anything you're not passionate about.
I mean, people will hear me say this over and
over again. Yes, you're gonna have things that you're like.
I like that, it's cool. But do you love it?
(10:53):
Are you willing to be relentless about it? Are you
willing to do it day and night? Does it make
you excited? Does it fit into your five, your ten,
you're fifteen year plan? And things change? Don't get me wrong,
but you do need to be passionate about the thing
that you're saying you're going to invest your time and
and if you're not, be okay with shifting and changing,
(11:16):
be okay with that, you know. I think that's a
big one. I think a lot of people don't realize
you can reinvent yourself. As many times as you want to.
Oh yeah, absolutely, and you know what, other do it
if you're passionate but reventing yourself about you know. And
these are the type of conversations that I love because
they hit so much harder the older you get. And
(11:36):
so I honestly wish that people had just pummeled them
into me the the younger I was, because you hear
it and it just seems like this really high level advice.
But the world is so changed now where you see
people who are so young following their passions and I'm
just telling, like, I just tell them over and over again,
you were on the right track. If this is what
gets you up in the morning, like I promise you
just keep going. And you know, the money comes after that,
(11:59):
because it's you're on this authentic pathway. It's this roadway
and it's a it's an amazing place to be right right, Yeah,
the money is gonna come you. You just you have
to do the work, become an expert, get close to
the right people, assemble your team. I tell people all
the time, I've always had a team, whether it's the
team of my girlfriends who are inspiring me in a
(12:22):
certain way, right, whether right like you've you've got to
have people assemble your team, assemble your tool kid, that's
going to help you, you know, go after the things
that you're trying to go after. You have to. You
can't do it alone. And I don't know too many
people that are really really successful on their own. I
just don't. So you've seen dramatic changes in the marketing industry.
(12:44):
You know, there was at one point it was magazines
and it was ads. Now we transitioned to digital and
now we're in this like new era of Instagram and
social media marketing. Um, what do you feel like are
the best rules right now for companies to reach their audience? Oh,
(13:05):
there's so many. You know, Listen, the world of social
media is fascinating and it's you know, for some would
say it's a necessary evil. Not everyone is using social
media for the right thing. Not everyone is keeping it
real on social media. Some of it is about fantasy, right,
(13:28):
it's feeding people what what they think they maybe want
or what they need in the moment. But certainly I
think social social media is a bit a big one.
I still think radio is a great avenue, and that
could be because that was such a part of my
early career that I understand radio, but I do think
(13:50):
that there's still tons going on in that space. There's
a lot of non traditional stuff going on, like advertising
through mediums like pinterests. Right, Like, as people are building
these boards, you can also be feeding them in the
things that you want to be want to um, create
an interest in, right, So I never think of interest.
(14:13):
I feel like you're totally putting me onto stuff now,
yeah yeah, yeah, yeah, Like that's that's a great avenue.
I would definitely say like streaming, right like TV, people
are watching TV maybe a little less in a traditional
way and are watching TV in in a diverse kind
of a way. So I would definitely say, you know,
(14:35):
streaming television if you have budgets, if we want to
hear the whole game budget right right, right, then you
do that. But I also just think that like um
folks who are bullish about creating their own content on
social media, because we can take it back to just
the everyday entrepreneur, you know, get creative about what you're
(14:56):
showing people. Do storytell, be willing to storytell? I think
is a big one for the more, smaller, more you know,
boutique entrepreneur. Do do do do do exercises and storytelling.
People love stories. That's what our business. Our business is
one big story. These brands have origins, they come from
(15:17):
a place, you know. Then they're to connect it to
folks like you know, Sean Love Combs, and then they're
connected to folks like me. It's all storytelling. I think
the biggest avenue for brands these days is tell a story.
Tell the story. Tell tell a story about your brand.
And you know, I think like part of that too
is like be real with your stories. You know, you
(15:38):
can't people smell a fake from five miles away, right,
and so just be yourself whatever your brand is, like,
just be yourself. Yeah. You know, my one of my colleagues, Dion,
he always says, we just have to tell the truth.
Just tell our story and I'll tell you for us.
In the way we approach our you know, the marketing
for our brands and you know what we want to do,
(16:00):
it's all rooted in our truth. It's all rooted in
and just really telling the truth. So that that's such
a powerful point that you make. You tell the truth.
Sometimes you don't need all the thrills, you know. I'm
an interpret I'm an entrepreneur. This is why this business
is important to me. This is why you're important to me.
You know, just tell people what you need from them,
(16:21):
and they're they're really receptive to it. I love that
part about it. They're super receptive to it. Absolutely absolutely right.
All right, Ingrid, we just we you know Ingrid, the
world is on the tail end or maybe the beginning,
I'm not really sure of a global crisis in the pandemic.
How did this affect your business and what was it
like in March when we realized the world was going
(16:41):
to shut down for not just you know, the business
at Shira, Sarraq and Delian, but for the spirits industry
in general. Yeah, you know, I started this job in
the pandemic. I started this job eight days before the
world went on a Chef nou Yeah, and so I
(17:02):
will tell you going back to that, like creating opportunity,
like challenge opportunity, challenge opportunity. I literally I remember sitting thinking, Okay,
put on put on your big girl pants, because you're
gonna have to create opportunity out of this. You've never
been in a pandemic. You don't know what that looks like.
You don't know how that's going to impact your business.
(17:23):
The first thing I want to tell you is that
there were so many people bar tenders, wait staffs, DJs,
owners and operators. Their businesses stopped. And so the first
thing was also just thinking about like how do you
help people? What do you do in this crisis to
help people? You also wanted to think about like frontline workers.
(17:44):
So it became less about like what does the brand need,
and it's like how does how do we use our
platform to make sure that we're addressing what the world
needs first and then thinking about the brand. So one
of the things we did early on we did a
dance than um did. He did, yes, and we raised
(18:06):
I think close to five million dollars from that dance
than he had all his friends sons. Yeah, I mean yeah,
you know who his friends are, right, showed up basically
for frontline workers, and that was all powered by our brands.
That was something that we came together as a marketing
group and said this is the right thing to do,
(18:26):
and you know, and it was all of his idea.
He goes, guys, I'm an dance. We're gonna raise lane
And now you don't typically necessarily have to be thinking
about that as a liquor brand. Right. We then went
on to partner with different organizations around lots of the
people who were out of work and thinking about how
do we help some of these people, how do we
get them back to work, how do we get them
(18:46):
doing social content right? Take them? These people were typically
behind the bar. Okay, we'll set up bars in your
house and let's do some content around bartending. So there
was a lot of that that we had to do first.
But then after that we unleashed, you know, a series
of incredible gifting, award winning gift thing that people were like,
(19:07):
this stuff is showing up to my house, It's incredible,
and we became the talk of the town for our gifting.
We also sponsored versus Another just really a moment in time,
our historical moment in time where you know, Swizz and
Tim brilliant, they're brilliance to say, we're gonna bring this
to your home. We want to figure this out. We're
gonna use social media and figure it out. And and
(19:30):
and you know, I got a call from my boss
and he said, make it happen. This is the thing
we need to be bringing to people's homes. So we
I would like to say we did a good job pivoting.
You know. Yeah, not only did we do good right
and we we made sure that we were available to
the people that we needed to be available to and
showing up, but we also had fun. And I'll tell you,
(19:53):
our brands are growing double digits, double digits loving the
brands we are, loving our people, And a lot of
it was just because we knew how to show up
during a really difficult time in a real way, right,
going back to the like telling telling the truth, we
just did in a in a very real way. There
was a beautiful synergy between our brands and versus they.
(20:17):
Those are really impactful, you know, from the dancing thing.
I forgot about that. I mean, I guess we've been
sort of in the midst of this pandemic for almost
two years, but I definitely remember that. And it just
was a good vibes feeling. You know that there's a
give back. You know, it was providing entertainment, which we
all deeply, deeply craved, and you know, it was a
weird way to connect, but we were all used to
(20:38):
it through our screens and stuff, but it was meaningful.
It was meaningful, right, and it's and it's the stuff
that you're proud about. Right. As a liquor company, I
have lots, you know, I have a lot of social responsibility.
You can be fun brands, you can be brands that
have social responsibility and still do things that are anchored
(20:59):
in a purpose us, you know. And so for me,
the pivot in in the pandemic was a lot of like,
how do we anchor ourselves because we have a platform
to do it, but then how do we also just
have fun responsibly right? Um? And I think Versus was
a real example of that. Our gifting is a real
example of that, you know, tapping different people, have fun
(21:20):
post the bottle, do your thing. We're you know, like
just let's let's let's let's not be too serious at
a time that's very very serious. Let's find a way
to still have our joy, right. And so we did
that and I'm super proud of it. I'm super proud
of my team. And again, our brands are growing, We're
doing well, and we love our consumer and I think
(21:41):
our consumer can feel that from the work that we're
doing well. We feel like this is truly a product
and I think more and more that was created with
us in mind, right. You know, There's been so many
other products that we buy, and I think there's this narrative,
especially with George Floyd and Black Lives Matter, where you know,
we're the consumers of somebody else's product. But this was
really made by somebody who understand understood us in our
(22:04):
black communities, in our brown communities, and was like, yeah,
let's have a good time. We're responsible with it. But
this was created for us. And there's so much power
in that now there is, and I think you know,
uh did He has certainly been an example of like
I'm going to take my seat at the table and
then I'm going to you know, make sure that I'm
(22:25):
bringing folks along. And you know, I will tell you
that the industry as a whole is growing. There's far
more black owned brands as a result of him, you know,
creating that way with the first deal with Siroq and
then subsequently being you know, a black man to actually
own his own tequila. There are tons of brands now
(22:48):
that you know that we're all seeing that are owned
by by black people. Um. I think more and more
companies understand you have to have people that look like
us making decisions you stop to it's imperative. And I'll
tell you the industry is watching my team. I mean
(23:08):
we are doing things as seven black women. Oh so
your team has seven black women, seven black women. That
gives me. Yeah, my marketing team is seven black women.
And listen, I tell people all the time, they're not
on my team just because they're black. No, they're on
(23:30):
my team because they're really incredible marketers. They are the
best of the best. I see it all the time.
And and they're black, and that's hey. And we work together.
We love each other. Where a family, and and it
shows again in the work. We we know what events
to connect with right and an authentic way. We know
(23:52):
the events that sometimes just needs support. You still have
a lot of folks doing things that simply just need
an additional arm to help them get it off the ground.
So going back to that entrepreneurialship and connecting with the
right folks and you know, all that kind of a thing.
You know, our brand is showing up for people because
we know what we know what our people need. Absolutely.
(24:12):
You know, it's really funny because here in Atlanta, there's
a couple of like pocket companies that were built maybe
twenty years ago in the tech space, and you know,
twenty fast forward twenty years, they've all gone on to
create all these spinoffs and so everyone will like if
you make a web of like it was the I S.
S Mafia. They're all doing all these other things. And
I think it's really similar with Diagio because I remember
(24:35):
being in New York in like two thousand and ten,
and so many of my friends worked for Diagio, work
for Spirit companies, and it's just they've spread and grown
into these incredibly powerful positions. And often times, like people
talk about networking and how you meet people, but I
often say, like, your best allies are your contemporaries around you,
(24:56):
and fast forward ten years, like those people are going
to be ten years up the loder like you, and
you can pick up the phone, you can call them,
and that's how you build a team of superstars. Right Yeah, No, totally.
And I think a lot of it too for many
of us who have navigated corporate America. You get to
a point also where you're just like I'm really good, yeah, right,
(25:17):
Like I'm really really good, and I'm gonna go and
do my thing, Like now it's time for me to
do my thing. And the hope is that those of
us that have done that, that we go back and
grab people in the process. Right, It's so important and
it goes back to what we were saying before, you know,
in in in how you approach your business and how
(25:38):
you build you make sure you have a good team,
make sure you're you're building good people around you. And
you may be a very small business, but make sure
if you if you're a small business and you just
need one good advice, and make sure it's that friend
that's the best advice is going to tell you the
truth about your business. So yeah, no, it's uh, it's
it's a good time in the midst of I think
(26:00):
challenging times because we can't say everything is all good.
But if we can do good in our respective ways,
to do good, which is what you all are doing
at Greenwood Bank, right, is like that's all we could do. Yeah, yeah,
you know is do our part. And you know, I
think like green is a perfect example because if you
look at our founders, you know they've had some success
(26:20):
and here they are pouring it back into the community.
And you know it's this isn't a philanthropic effort, but
it's also it's altruism. It comes from a really good
place and the same can be said for the work
that you do. The same could be said for the
work that Sean does. And I think it's a beautiful
thing because the impact of it will just be so
much greater. Yeah, yeah, it is generational. Generational is generational.
(26:44):
The work that we're doing is generational, certainly when you're
talking about our wealth. Right, so even you know, when
I think about my role, part of what attracted me
to amongst many amongst sitting next to an icon, and
one of the things that we really attracted me was
his track record for having black women at the helm. Right,
(27:05):
I wanted to continue that legacy of having black women
leading the marketing efforts alongside him. And I will eventually
have someone under me that I will hand this thing
off to. Right, And that's right, That's that cycle that
we should all be pouring into. It's it's imperative we
have to. And I think when we think about businesses,
(27:26):
when you talk about what are some of the advices
that you could give, you know, maybe a small business
owner somebody thinking about, you know, what they should be doing,
think about that, what's the legacy. If you're entering into something,
is it legacy work? Yes? Right, we all should be.
We should be challenging ourselves if that's important to you.
If that's important, like to think anyone black and brown
(27:48):
legacy work should be important. Absolutely. You know, Oh my gosh, well, Ingrid,
you are already leaving such a legacy behind and there's
so much more to go. Tell us what's next for
Ingrid Best three point oh, Ingrid Best three point oh?
To continue to represent black and brown people in the
(28:09):
spirits industry. I realized that marketing genius cool. I'll take that,
But my purpose is really rooted right and making sure
that we have a voice in this business, continuing to
do the work that I think, you know did he
set out to do right many years ago. So continuing
keeping that ball going. And then you know, listen, I
(28:32):
have ambitions to one day own my own brand, and
he's very supportive of that. And you know, that ownership thing,
taking all of the know how that I've compiled from
you know, building incredible marketing campaigns and helping other brands
and other companies and you know, and and sharing that
with with the world. So eventually, I think Ingrid three
(28:53):
point oh is my own brand? Right, and now I
want you to spell all the secrets? Is it in
the liquor industry? Is it? And something completely different or
maybe more than one? I don't know what do you think?
You know? Definitely in the liquor industry because it's what
I'm good at, passionate about. Right back to those tips
that I shared earlier. So I'm good at it, I
(29:16):
love it, I'm you know, there's far more that I
want to pour into it. So yes, definitely in this business.
But then I also like there's a lot of other
things that I'm passionate about as well. Art It's something
that I'm very passionate about. I'm an art collector, So
you know, how do I help that industry make sure
that again we're getting we're getting our fair peace, not
(29:39):
just as artists but as collectors and gallery owners and
so on and so forth. You know, mentorship is hugely
important to me, you know, big big dreams and goals
down the road. Is you know, is there a mentorship center?
How do we help people you know, really really developed
mentorship programs and internship programs, because I think people don't
(30:00):
really realize that like mentorship is as easy. It is
like just take a call, Just take a call, you know.
But it's so funny because I remember I was I
was listening to a panel, I mean years ago, and
this one woman said she was like she worked corporate
and she was like, you know, people were asking for
tips on how to be a good mentor, and she said,
I always return a woman's call first. I don't care
(30:23):
if it's a cold call. I don't. She's like, that's
the little thing. And it was such a small nuance,
you know. But she was like, in the corporate world,
like men call each other back first, they put this
and she was and it was just like small things
like that. But mentorship is it seems really easy, but
it feels like a hard thing for a lot of
people to find and authentically connect to someone who can
(30:43):
really help them for the for the in the long term. Yeah,
it's it's it's become difficult, right, finding internships, finding mentors.
Find like, it's it's and that's because we're busy, right,
there's a lot going on. But you know, down the road,
I would I would love to whether it's help people develop. Yeah,
(31:07):
what does a mentorship and an internship program look like
it doesn't have to be that difficult encumbersation. Yeah, we
just have to make ourselves available. So I love that.
It's already got my mind going because it's so many
different things, you know, on like is it us saying okay,
we're gonna put in a couple interns in low level,
whether it's the it's it's is there a data bank
for it, it's that's a great idea. Yeah, yeah, So
(31:30):
there's there's a lot of right, there's a lot of
things that I think I have ambitions to do, but
certainly I'm in the spears business now. My ambitions currently
are continue to drive you know, uh Sirok and Delhion
lead this a beautiful, incredible team of black and brown people,
and just to continue to be a voice in this
business the way you all are in a voice right
(31:53):
in in the financial sector, in the wealth sector and
the banking cctor. We need people are willing to say,
I'm gonna be a voice for this thing, right and
so for now I'm a voice in this thing, this
spirits business. That yes, well, thank you so much, Ingrid.
You are so inspiring and please continue to be the
marketing maven that you are. We are all watching you
(32:16):
and the brand grow, and we're so proud of it,
and we're so grateful, um that we have pioneers like
yourself in the industry. And I just hope that so
many that tuned in were inspired by your journey and
got to hear more about you and what you've accomplished,
because it's no small feat. Thank you so much for
having me. Like I said, huge fans can't wait to
have an account. That's a shameless ug and I did
(32:39):
anything you guys ever need let me know, I appreciate it.
Got all entrepreneurs, young people, anyone who's just trying to
figure this thing out. Keep going well, Ingrid. Before we leave,
please tell our money money movers audience where they can
find you on social media, um, and also where they
can buy Sarrok and Gulian. Okay, well, you can find
(33:02):
me on Instagram at miss Underscore I Best. That's miss
Underscore I Best. Where you can find me on LinkedIn
just my name, first and last name, Ingrid Best. You
can also see my background for anyone who's just like curious, right,
how did you do it? So? Lincoln is a great
place to see that. And then sir Rock and Daily Yo.
(33:22):
You could buy it at your local stores. Okay, you
can also order it online. It is available. Her Dailian
is an absolutely beautiful tequila. I'm into it. Well, it's
happy hour somewhere, so let's get off this. Let's get
off this podcast, and poor us ilves the drink. Thank
you so much, Ingrid, and we will chat again soon.
Have a great evening. Thank you so much, you two,
(33:44):
and thanks to the whole Greenwood team. Thank you so
much for tuning in Money Moves audience. If you want
more or a recap of this episode, please go to
the bank Greenwood dot com and check out the Money
Moves podcast blog. Money Moves is an I heart Radio
podcast powered by Greenwood Executive produced by Sunwise Media, Inc.
(34:06):
For more podcasts on I heart Radio, visit the i
heart Radio app, Apple Podcasts, or wherever you get your
podcasts from.
Hey Money Movers, Welcome back to Money Moves, the daily
podcast determined to give you the keys to the kingdom
of financial stability, wealth and abundance. Hey Money Movers, Welcome
back to the Money Moves podcast powered by Greenwood. Our
(00:22):
next guest is breaking barriers and changing perceptions of women
of color in the spirits is industry across the whole
entire world. She is a global head of Marketing Spirits
at Combs Enterprises. She has worked with some of the
biggest brands in the spirit industry including Diaggio, Hennessy, Bacardi
and now of course Sarrock and Delhi. On Money Movers,
(00:42):
please welcome the marketing powerhouse Ingrid best to the podcast.
Thank you so much. It's so good to be here.
Thank you so much, Taniel. That was That was a
great intro. Girl. I'll take it girl. This podcast is
about giving accolades and flowers to people when they're due,
and you deserve all of that. It is such an
honor and pleasure to have you on the podcast today,
(01:03):
so we welcome you with open arms. Thank you. It's
really good to be here and listen. I am so
impressed by the work that you all are doing at Greenwood, big,
big fan, and so I I couldn't turn this opportunity down.
Thank you sis, thank you. Well. I'm going to start
off by saying you are such an inspiring woman. I
(01:26):
love having boss women on the podcast. We had a
whole separate edition of that. So I'm really excited to
share your story in this incredible journey that you've been
on for you know, a couple of years in this industry.
So can we start at the beginning because I think,
you know, one of the things that I love to
convey is that you know, nobody is really an overnight success,
(01:46):
and you have a great story of starting from the bottom.
Now you're here. So if you could start off with
how did Inger get here? Yeah, twenty years in this game? Um,
and you're right, you you do not start where you
are at twenty years in right, you start someplace. So
I started as an ambassador, you know. I had a
(02:07):
friend say to me, you would be great in the
spirits business, you know, and you should look into it.
It was one of those Um, I've been in the
music industry for a few years as a street promoter.
I was damn good at it, and you know, but
the music industry was changing, things were really going digital
and weep were just changing. And so I went online
(02:29):
to craiglist That's what we used to do back in
the day, right to look for job and when somebody
was like connecting us and there was there was an
ad to launch a Spearits brand and I was like,
this is what they were talking about. And I got
a call and next you know, I got the gig
to launch a brand actually for Diagio, a high end
run brand as an ambassador. I killed it and I realized,
(02:53):
I said this this industry feels right. I really like
this and that's where my career started as an ambasad
sitter and then I just went on you know, reputation
and relationships and ambition. Of course, worked for some of
the biggest suppliers in the world as you mentioned. And
now I am overseeing and running the Spears division for
(03:15):
Sean love Cones, which is a dream come true for me.
You know, he has really been the pioneer in this
business for black and brown people and so so to
sit side by side with him twenty years you know
after entering this business is something really special. Wow. I mean,
with an incredible trajectory because you think about it like
as a street promoter, like the hustle it took, especially
(03:37):
the game was so different then, right like when people
were handing out flyers saying, come to this event. Here
is an activation. Um so like your hustle that. Do
you feel like that really informed you know your work
ethic as you moved forward through the industry. Absolutely. Absolutely,
There's a lot of things that we do now. You know,
some of the pivots we had to make because of
(03:58):
the pandemic. For instance, I had to dig back and
think about what were the things that we were doing
when we didn't have access or read or right like
where you just have to kind of get gritty and
think outside the box. So it certainly informed. I think
my career as a whole. It's informed the fact that,
like people just want you to tell the truth in
(04:21):
your marketing. People just want you to be relatable. They
want to be you know, they want you to be accessible.
And a lot of that I learned through street promotions.
I really, I really did, and I'm really grateful to
that experience. I wouldn't trade it for the world. And
I literally pull a lot of that game into into
how I managed the business today. Yeah, so even talk
(04:43):
about you know, your experience as a women of color,
a woman of color story in the spirits industry. You know,
typically before moguls like um Puff when with his Sarroq
and Delhi on, you know, it was typically a very
white ownership industry. How was it break ca in in
those early days? It wasn't easy. Um, there weren't a
(05:04):
lot of people that looked like me. I tell this
story all the time. There were very few and the
few people that I saw that looked like me weren't
you know, wasn't seats at the table, wasn't decision makers,
wasn't hiring you know, people who were making hiring decisions,
which you need right to to be able to break
in industries, different industries at times. So it wasn't easy. However,
(05:29):
because you know the landscape of the consumer was starting
to be much more multicultural, black and brown. You have
to have someone that can inform you on how to
speak to us and what to do. And so I
really leaned into that. I leaned into understanding that I
was a commodity to a lot of these companies UM
(05:51):
that really needed to get their hiring practices together, let's
just say what it is, right, because there just wasn't
enough of us. So not easy. But I took it
as an opportunity, right. I took the challenge as an
opportunity to really, uh really really make a difference I
think in the in the industry that I grew to love.
But definitely not easy. Not a lot of people that
(06:13):
look that looked like you and I when I when
I got started. And that's part of my commitment today
and why my entire team looks like you and I,
you know, and I love that because oftentimes I work,
you know, deeply into the startup in tech world, and
I'll get messages from women, you know, across the country
being like, how did you break in? There's nobody that
looks like me? And so when you hear your story,
(06:33):
you realize, like, look, sometimes you're just gonna have to
find a mentor that doesn't look like you. But you know,
as soon as more and more of us get into
those environments, we're pulling up others behind us. And so
twenty years later, you know, you're now building the companies
that are employing so many women, so many people of color,
and we've changed the world. Yeah, yeah, you know, ally
(06:55):
ship is real. So I want to go back to
your point around like, sometimes you do have to tap
into people that maybe don't look like you, but get
it right that they can land a lend a hand.
So ally ship is a real thing. And I've had
I've experienced ally ship folks that are not black and
brown that see said, there's a bit more of a
challenge for me to navigate and move. But then you know,
(07:18):
when you can have someone that understands you, looks like you,
is willing to have those conversations that you often need
to have, it's priceless, right. And you do find yourself
in in in a in a different positions. So for instance,
the position that I'm in now head of Marketing, you know,
(07:39):
executive vice president. That is because of Sean love Coomb.
That is not because you know, some of the other
organizations that I've worked for in corporate America thought that
I was fit to be in that role. And and
so there is a difference when you're working with your people,
they see you differently, right, And yes, it is our
duty to go back and um extend that same hand
(08:03):
the way that someone has extended it to you. So
and that's what I'm doing. I love it. I love it.
You are it's I mean, it's incredible to see. So
let's talk a little bit. Now. You're at this huge
brand you're working for, you know, an icon like Sean
Ditty Combs, and he and you, of course have been
both responsible for creating some of the most well known
(08:24):
liquor brands across the world. So I don't think it's
over inflated to call you a marketing genius. You know, recently,
I've had a few people. I actually had one of
my agency partners say to me the other day, girl,
you were you were on a roll on that call here, Yes,
you're a genius. And I was like, I like that.
I'd like how that sounds. I mean, I think we
(08:46):
all need to step into our power and feel comfortable
being able to talk about ourselves that way. So yeah,
I'd like to think that I am a powerhouse when
it comes to marketing. I am a powerhouse when it
comes to creating and and connecting the dots um and
I'm creating brands that are like household names, And I
(09:06):
think that's something so special, you know, because it's not
just it's not just in our own community. It's in
white communities. I mean, I've traveled all over the world
and you can find some rock, you can find eli on.
So I just think there's there's so much inspiration in
that and to be able to share your story and
tell so many because there's so many women right now
who are is trying to start brands or businesses. So
I'm wondering if you can sort of share, um some
(09:29):
of the stories that you know, you've accumulated over the
years about building these brands, just some tips and pointers. Yeah,
you know, I think the first thing it goes back
to my early days of street promotions, Like I was
an intern. I talked about this a lot, right, finding
ways to get close to the things that you're passionate about. Right,
(09:50):
you gotta immerse yourself to think that you can like
love something but not get close to it and then
master It's a little back words. So I think the
first advice to any woman or man that's aspiring to
do to be an entrepreneur or to break into a
business is like, figure out ways to get close. And
(10:11):
that may mean that you're not necessarily getting paid, but
that you're being paid through experience. So find ways to
get close would be my first advice, and I did
that and that internship that I had undersway. I still
revert back to some of the experiences that I had,
and that was many years ago. That was many more
(10:32):
years in twenty right, So it's it's get close, get
as close to it, live it and breathe it as
you can. And you know, live and breathe it as
much as you can. Don't do anything you're not passionate about.
I mean, people will hear me say this over and
over again. Yes, you're gonna have things that you're like.
I like that, it's cool. But do you love it?
(10:53):
Are you willing to be relentless about it? Are you
willing to do it day and night? Does it make
you excited? Does it fit into your five, your ten,
you're fifteen year plan? And things change? Don't get me wrong,
but you do need to be passionate about the thing
that you're saying you're going to invest your time and
and if you're not, be okay with shifting and changing,
(11:16):
be okay with that, you know. I think that's a
big one. I think a lot of people don't realize
you can reinvent yourself. As many times as you want to.
Oh yeah, absolutely, and you know what, other do it
if you're passionate but reventing yourself about you know. And
these are the type of conversations that I love because
they hit so much harder the older you get. And
(11:36):
so I honestly wish that people had just pummeled them
into me the the younger I was, because you hear
it and it just seems like this really high level advice.
But the world is so changed now where you see
people who are so young following their passions and I'm
just telling, like, I just tell them over and over again,
you were on the right track. If this is what
gets you up in the morning, like I promise you
just keep going. And you know, the money comes after that,
(11:59):
because it's you're on this authentic pathway. It's this roadway
and it's a it's an amazing place to be right right, Yeah,
the money is gonna come you. You just you have
to do the work, become an expert, get close to
the right people, assemble your team. I tell people all
the time, I've always had a team, whether it's the
team of my girlfriends who are inspiring me in a
(12:22):
certain way, right, whether right like you've you've got to
have people assemble your team, assemble your tool kid, that's
going to help you, you know, go after the things
that you're trying to go after. You have to. You
can't do it alone. And I don't know too many
people that are really really successful on their own. I
just don't. So you've seen dramatic changes in the marketing industry.
(12:44):
You know, there was at one point it was magazines
and it was ads. Now we transitioned to digital and
now we're in this like new era of Instagram and
social media marketing. Um, what do you feel like are
the best rules right now for companies to reach their audience? Oh,
(13:05):
there's so many. You know, Listen, the world of social
media is fascinating and it's you know, for some would
say it's a necessary evil. Not everyone is using social
media for the right thing. Not everyone is keeping it
real on social media. Some of it is about fantasy, right,
(13:28):
it's feeding people what what they think they maybe want
or what they need in the moment. But certainly I
think social social media is a bit a big one.
I still think radio is a great avenue, and that
could be because that was such a part of my
early career that I understand radio, but I do think
(13:50):
that there's still tons going on in that space. There's
a lot of non traditional stuff going on, like advertising
through mediums like pinterests. Right, Like, as people are building
these boards, you can also be feeding them in the
things that you want to be want to um, create
an interest in, right, So I never think of interest.
(14:13):
I feel like you're totally putting me onto stuff now,
yeah yeah, yeah, yeah, Like that's that's a great avenue.
I would definitely say like streaming, right like TV, people
are watching TV maybe a little less in a traditional
way and are watching TV in in a diverse kind
of a way. So I would definitely say, you know,
(14:35):
streaming television if you have budgets, if we want to
hear the whole game budget right right, right, then you
do that. But I also just think that like um
folks who are bullish about creating their own content on
social media, because we can take it back to just
the everyday entrepreneur, you know, get creative about what you're
(14:56):
showing people. Do storytell, be willing to storytell? I think
is a big one for the more, smaller, more you know,
boutique entrepreneur. Do do do do do exercises and storytelling.
People love stories. That's what our business. Our business is
one big story. These brands have origins, they come from
(15:17):
a place, you know. Then they're to connect it to
folks like you know, Sean Love Combs, and then they're
connected to folks like me. It's all storytelling. I think
the biggest avenue for brands these days is tell a story.
Tell the story. Tell tell a story about your brand.
And you know, I think like part of that too
is like be real with your stories. You know, you
(15:38):
can't people smell a fake from five miles away, right,
and so just be yourself whatever your brand is, like,
just be yourself. Yeah. You know, my one of my colleagues, Dion,
he always says, we just have to tell the truth.
Just tell our story and I'll tell you for us.
In the way we approach our you know, the marketing
for our brands and you know what we want to do,
(16:00):
it's all rooted in our truth. It's all rooted in
and just really telling the truth. So that that's such
a powerful point that you make. You tell the truth.
Sometimes you don't need all the thrills, you know. I'm
an interpret I'm an entrepreneur. This is why this business
is important to me. This is why you're important to me.
You know, just tell people what you need from them,
(16:21):
and they're they're really receptive to it. I love that
part about it. They're super receptive to it. Absolutely absolutely right.
All right, Ingrid, we just we you know Ingrid, the
world is on the tail end or maybe the beginning,
I'm not really sure of a global crisis in the pandemic.
How did this affect your business and what was it
like in March when we realized the world was going
(16:41):
to shut down for not just you know, the business
at Shira, Sarraq and Delian, but for the spirits industry
in general. Yeah, you know, I started this job in
the pandemic. I started this job eight days before the
world went on a Chef nou Yeah, and so I
(17:02):
will tell you going back to that, like creating opportunity,
like challenge opportunity, challenge opportunity. I literally I remember sitting thinking, Okay,
put on put on your big girl pants, because you're
gonna have to create opportunity out of this. You've never
been in a pandemic. You don't know what that looks like.
You don't know how that's going to impact your business.
(17:23):
The first thing I want to tell you is that
there were so many people bar tenders, wait staffs, DJs,
owners and operators. Their businesses stopped. And so the first
thing was also just thinking about like how do you
help people? What do you do in this crisis to
help people? You also wanted to think about like frontline workers.
(17:44):
So it became less about like what does the brand need,
and it's like how does how do we use our
platform to make sure that we're addressing what the world
needs first and then thinking about the brand. So one
of the things we did early on we did a
dance than um did. He did, yes, and we raised
(18:06):
I think close to five million dollars from that dance
than he had all his friends sons. Yeah, I mean yeah,
you know who his friends are, right, showed up basically
for frontline workers, and that was all powered by our brands.
That was something that we came together as a marketing
group and said this is the right thing to do,
(18:26):
and you know, and it was all of his idea.
He goes, guys, I'm an dance. We're gonna raise lane
And now you don't typically necessarily have to be thinking
about that as a liquor brand. Right. We then went
on to partner with different organizations around lots of the
people who were out of work and thinking about how
do we help some of these people, how do we
get them back to work, how do we get them
(18:46):
doing social content right? Take them? These people were typically
behind the bar. Okay, we'll set up bars in your
house and let's do some content around bartending. So there
was a lot of that that we had to do first.
But then after that we unleashed, you know, a series
of incredible gifting, award winning gift thing that people were like,
(19:07):
this stuff is showing up to my house, It's incredible,
and we became the talk of the town for our gifting.
We also sponsored versus Another just really a moment in time,
our historical moment in time where you know, Swizz and
Tim brilliant, they're brilliance to say, we're gonna bring this
to your home. We want to figure this out. We're
gonna use social media and figure it out. And and
(19:30):
and you know, I got a call from my boss
and he said, make it happen. This is the thing
we need to be bringing to people's homes. So we
I would like to say we did a good job pivoting.
You know. Yeah, not only did we do good right
and we we made sure that we were available to
the people that we needed to be available to and
showing up, but we also had fun. And I'll tell you,
(19:53):
our brands are growing double digits, double digits loving the
brands we are, loving our people, And a lot of
it was just because we knew how to show up
during a really difficult time in a real way, right,
going back to the like telling telling the truth, we
just did in a in a very real way. There
was a beautiful synergy between our brands and versus they.
(20:17):
Those are really impactful, you know, from the dancing thing.
I forgot about that. I mean, I guess we've been
sort of in the midst of this pandemic for almost
two years, but I definitely remember that. And it just
was a good vibes feeling. You know that there's a
give back. You know, it was providing entertainment, which we
all deeply, deeply craved, and you know, it was a
weird way to connect, but we were all used to
(20:38):
it through our screens and stuff, but it was meaningful.
It was meaningful, right, and it's and it's the stuff
that you're proud about. Right. As a liquor company, I
have lots, you know, I have a lot of social responsibility.
You can be fun brands, you can be brands that
have social responsibility and still do things that are anchored
(20:59):
in a purpose us, you know. And so for me,
the pivot in in the pandemic was a lot of like,
how do we anchor ourselves because we have a platform
to do it, but then how do we also just
have fun responsibly right? Um? And I think Versus was
a real example of that. Our gifting is a real
example of that, you know, tapping different people, have fun
(21:20):
post the bottle, do your thing. We're you know, like
just let's let's let's let's not be too serious at
a time that's very very serious. Let's find a way
to still have our joy, right. And so we did
that and I'm super proud of it. I'm super proud
of my team. And again, our brands are growing, We're
doing well, and we love our consumer and I think
(21:41):
our consumer can feel that from the work that we're
doing well. We feel like this is truly a product
and I think more and more that was created with
us in mind, right. You know, There's been so many
other products that we buy, and I think there's this narrative,
especially with George Floyd and Black Lives Matter, where you know,
we're the consumers of somebody else's product. But this was
really made by somebody who understand understood us in our
(22:04):
black communities, in our brown communities, and was like, yeah,
let's have a good time. We're responsible with it. But
this was created for us. And there's so much power
in that now there is, and I think you know,
uh did He has certainly been an example of like
I'm going to take my seat at the table and
then I'm going to you know, make sure that I'm
(22:25):
bringing folks along. And you know, I will tell you
that the industry as a whole is growing. There's far
more black owned brands as a result of him, you know,
creating that way with the first deal with Siroq and
then subsequently being you know, a black man to actually
own his own tequila. There are tons of brands now
(22:48):
that you know that we're all seeing that are owned
by by black people. Um. I think more and more
companies understand you have to have people that look like
us making decisions you stop to it's imperative. And I'll
tell you the industry is watching my team. I mean
(23:08):
we are doing things as seven black women. Oh so
your team has seven black women, seven black women. That
gives me. Yeah, my marketing team is seven black women.
And listen, I tell people all the time, they're not
on my team just because they're black. No, they're on
(23:30):
my team because they're really incredible marketers. They are the
best of the best. I see it all the time.
And and they're black, and that's hey. And we work together.
We love each other. Where a family, and and it
shows again in the work. We we know what events
to connect with right and an authentic way. We know
(23:52):
the events that sometimes just needs support. You still have
a lot of folks doing things that simply just need
an additional arm to help them get it off the ground.
So going back to that entrepreneurialship and connecting with the
right folks and you know, all that kind of a thing.
You know, our brand is showing up for people because
we know what we know what our people need. Absolutely.
(24:12):
You know, it's really funny because here in Atlanta, there's
a couple of like pocket companies that were built maybe
twenty years ago in the tech space, and you know,
twenty fast forward twenty years, they've all gone on to
create all these spinoffs and so everyone will like if
you make a web of like it was the I S.
S Mafia. They're all doing all these other things. And
I think it's really similar with Diagio because I remember
(24:35):
being in New York in like two thousand and ten,
and so many of my friends worked for Diagio, work
for Spirit companies, and it's just they've spread and grown
into these incredibly powerful positions. And often times, like people
talk about networking and how you meet people, but I
often say, like, your best allies are your contemporaries around you,
(24:56):
and fast forward ten years, like those people are going
to be ten years up the loder like you, and
you can pick up the phone, you can call them,
and that's how you build a team of superstars. Right Yeah, No, totally.
And I think a lot of it too for many
of us who have navigated corporate America. You get to
a point also where you're just like I'm really good, yeah, right,
(25:17):
Like I'm really really good, and I'm gonna go and
do my thing, Like now it's time for me to
do my thing. And the hope is that those of
us that have done that, that we go back and
grab people in the process. Right, It's so important and
it goes back to what we were saying before, you know,
in in in how you approach your business and how
(25:38):
you build you make sure you have a good team,
make sure you're you're building good people around you. And
you may be a very small business, but make sure
if you if you're a small business and you just
need one good advice, and make sure it's that friend
that's the best advice is going to tell you the
truth about your business. So yeah, no, it's uh, it's
it's a good time in the midst of I think
(26:00):
challenging times because we can't say everything is all good.
But if we can do good in our respective ways,
to do good, which is what you all are doing
at Greenwood Bank, right, is like that's all we could do. Yeah, yeah,
you know is do our part. And you know, I
think like green is a perfect example because if you
look at our founders, you know they've had some success
(26:20):
and here they are pouring it back into the community.
And you know it's this isn't a philanthropic effort, but
it's also it's altruism. It comes from a really good
place and the same can be said for the work
that you do. The same could be said for the
work that Sean does. And I think it's a beautiful
thing because the impact of it will just be so
much greater. Yeah, yeah, it is generational. Generational is generational.
(26:44):
The work that we're doing is generational, certainly when you're
talking about our wealth. Right, so even you know, when
I think about my role, part of what attracted me
to amongst many amongst sitting next to an icon, and
one of the things that we really attracted me was
his track record for having black women at the helm. Right,
(27:05):
I wanted to continue that legacy of having black women
leading the marketing efforts alongside him. And I will eventually
have someone under me that I will hand this thing
off to. Right, And that's right, That's that cycle that
we should all be pouring into. It's it's imperative we
have to. And I think when we think about businesses,
(27:26):
when you talk about what are some of the advices
that you could give, you know, maybe a small business
owner somebody thinking about, you know, what they should be doing,
think about that, what's the legacy. If you're entering into something,
is it legacy work? Yes? Right, we all should be.
We should be challenging ourselves if that's important to you.
If that's important, like to think anyone black and brown
(27:48):
legacy work should be important. Absolutely. You know, Oh my gosh, well, Ingrid,
you are already leaving such a legacy behind and there's
so much more to go. Tell us what's next for
Ingrid Best three point oh, Ingrid Best three point oh?
To continue to represent black and brown people in the
(28:09):
spirits industry. I realized that marketing genius cool. I'll take that,
But my purpose is really rooted right and making sure
that we have a voice in this business, continuing to
do the work that I think, you know did he
set out to do right many years ago. So continuing
keeping that ball going. And then you know, listen, I
(28:32):
have ambitions to one day own my own brand, and
he's very supportive of that. And you know, that ownership thing,
taking all of the know how that I've compiled from
you know, building incredible marketing campaigns and helping other brands
and other companies and you know, and and sharing that
with with the world. So eventually, I think Ingrid three
(28:53):
point oh is my own brand? Right, and now I
want you to spell all the secrets? Is it in
the liquor industry? Is it? And something completely different or
maybe more than one? I don't know what do you think?
You know? Definitely in the liquor industry because it's what
I'm good at, passionate about. Right back to those tips
that I shared earlier. So I'm good at it, I
(29:16):
love it, I'm you know, there's far more that I
want to pour into it. So yes, definitely in this business.
But then I also like there's a lot of other
things that I'm passionate about as well. Art It's something
that I'm very passionate about. I'm an art collector, So
you know, how do I help that industry make sure
that again we're getting we're getting our fair peace, not
(29:39):
just as artists but as collectors and gallery owners and
so on and so forth. You know, mentorship is hugely
important to me, you know, big big dreams and goals
down the road. Is you know, is there a mentorship center?
How do we help people you know, really really developed
mentorship programs and internship programs, because I think people don't
(30:00):
really realize that like mentorship is as easy. It is
like just take a call, Just take a call, you know.
But it's so funny because I remember I was I
was listening to a panel, I mean years ago, and
this one woman said she was like she worked corporate
and she was like, you know, people were asking for
tips on how to be a good mentor, and she said,
I always return a woman's call first. I don't care
(30:23):
if it's a cold call. I don't. She's like, that's
the little thing. And it was such a small nuance,
you know. But she was like, in the corporate world,
like men call each other back first, they put this
and she was and it was just like small things
like that. But mentorship is it seems really easy, but
it feels like a hard thing for a lot of
people to find and authentically connect to someone who can
(30:43):
really help them for the for the in the long term. Yeah,
it's it's it's become difficult, right, finding internships, finding mentors.
Find like, it's it's and that's because we're busy, right,
there's a lot going on. But you know, down the road,
I would I would love to whether it's help people develop. Yeah,
(31:07):
what does a mentorship and an internship program look like
it doesn't have to be that difficult encumbersation. Yeah, we
just have to make ourselves available. So I love that.
It's already got my mind going because it's so many
different things, you know, on like is it us saying okay,
we're gonna put in a couple interns in low level,
whether it's the it's it's is there a data bank
for it, it's that's a great idea. Yeah, yeah, So
(31:30):
there's there's a lot of right, there's a lot of
things that I think I have ambitions to do, but
certainly I'm in the spears business now. My ambitions currently
are continue to drive you know, uh Sirok and Delhion
lead this a beautiful, incredible team of black and brown people,
and just to continue to be a voice in this
business the way you all are in a voice right
(31:53):
in in the financial sector, in the wealth sector and
the banking cctor. We need people are willing to say,
I'm gonna be a voice for this thing, right and
so for now I'm a voice in this thing, this
spirits business. That yes, well, thank you so much, Ingrid.
You are so inspiring and please continue to be the
marketing maven that you are. We are all watching you
(32:16):
and the brand grow, and we're so proud of it,
and we're so grateful, um that we have pioneers like
yourself in the industry. And I just hope that so
many that tuned in were inspired by your journey and
got to hear more about you and what you've accomplished,
because it's no small feat. Thank you so much for
having me. Like I said, huge fans can't wait to
have an account. That's a shameless ug and I did
(32:39):
anything you guys ever need let me know, I appreciate it.
Got all entrepreneurs, young people, anyone who's just trying to
figure this thing out. Keep going well, Ingrid. Before we leave,
please tell our money money movers audience where they can
find you on social media, um, and also where they
can buy Sarrok and Gulian. Okay, well, you can find
(33:02):
me on Instagram at miss Underscore I Best. That's miss
Underscore I Best. Where you can find me on LinkedIn
just my name, first and last name, Ingrid Best. You
can also see my background for anyone who's just like curious, right,
how did you do it? So? Lincoln is a great
place to see that. And then sir Rock and Daily Yo.
(33:22):
You could buy it at your local stores. Okay, you
can also order it online. It is available. Her Dailian
is an absolutely beautiful tequila. I'm into it. Well, it's
happy hour somewhere, so let's get off this. Let's get
off this podcast, and poor us ilves the drink. Thank
you so much, Ingrid, and we will chat again soon.
Have a great evening. Thank you so much, you two,
(33:44):
and thanks to the whole Greenwood team. Thank you so
much for tuning in Money Moves audience. If you want
more or a recap of this episode, please go to
the bank Greenwood dot com and check out the Money
Moves podcast blog. Money Moves is an I heart Radio
podcast powered by Greenwood Executive produced by Sunwise Media, Inc.
(34:06):
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