MSA_Pure_Spirits_2019_Q2 - 14

AGENCIES

of their work is alcohol-related. Clients include Robert
Mondavi, Casa Noble, Tres Agave Tequila, Chambord
and Jack Daniels.
Swinson's models are primarily at retail sites promoting the client's brand, but they work in a wide array of settings, such as charity events, trade shows and
golf outings. MSNTayler currently executes around
3,000 jobs per year, and that's just in Michigan. Her
most memorable assignment? Swinson considers it a
great honor to have represented the luxury champagne
brand Moet Chandon, which meant a trip to France and
the opportunity to learn from some of the world's leading wine experts.

GLIT Z & GLAMOUR
Melissa Swinson,
who heads
MSNTaylor, was
a model before
founding the
company.

is essential. Models have to be professional, knowledgeable, friendly and have a positive impact on the public.
Whatever they do reflects back on the company and
the client. It's not all standing around looking pretty.
In fact, there's also some "light labor," such as moving
equipment, setting up and breaking down product sample kiosks, point-of sale materials, and other supplies.
Choosing the right models is critical. According to Deittrick, "they must also be outgoing and independent
whether the experience is a tasting, bar promotion, or
specialty promotion at a major event." Her models also
need to be reliable, approachable and well-informed
about products they're representing.

MSNT AYLER MGMT.
Melissa Swinson was a promotional model herself before founding MSNTayler. In fact, she knew many aspects of the industry quite well, having worked in alcohol sales, marketing and corporate event-planning.
It all started with Maybelline, Swinson's first client.
In 2005, MSNTayler was hired to distribute samples
at local Walmart and H-E-B stores. Their first alcohol
job was for Anheuser Busch. MSNTayler ran a series of
St. Paddy's Day pub crawls in Detroit and Grand Rapids. Since then, the company has grown and expanded
dramatically. The tipping point came in 2010 when a
change in the state liquor code allowed in-store consumer sampling. "We quickly jumped on board," Swinson says, "and were branded as the go-to company for
in-store alcohol sampling." As a result, the company
now represents thousands of brands, and 98 percent

14 PURE SPIRITS

How do you break into the glamorous world of spirits
modeling? Genevieve Deittrick says that the first step
is submitting an application. If someone fits the profile,
then her company will help the applicant get the relevant training and licenses. "We look for more than just a
pretty face," Deittrick says, "We look for people who are
reliable, approachable and engaging."
Matt Widby is always on the lookout for new talent:
"Getting into the industry is easy if you have the right
personality, reliable transportation and are willing to
obtain a TIPS or TAMS license through the MLCC." Other certifications may be necessary, depending on the
exact nature of the assignment.
Melissa Swinson says that TIPS certification-
teaching you how to serve alcohol responsibly-is offered by the Michigan LCC through an e-course. Models
also need to study sales techniques and background
materials related to each product they represent. In addition, they need an outgoing personality and enthusiasm for the brand. Of course, models also need to be at
least 21 years of age, though men and women are both
welcome. Janel Stone is a certified TIPS instructor herself, which means she personally trains her models. She
looks for someone with great people skills, positivity,
and an dynamic personality.
Promotional modeling can be a stepping stone to
other corners of the industry, such as high fashion,
print ads, or even acting. It can also provide income for
anyone looking for a part-time job with flexible hours.
In some cases, the client is so impressed by models that
they're hired on a full-time basis to work exclusively for
that company. So if you think you have what it takes,
give it a shot-there are some great local agencies looking for your talent.

MSA_Pure_Spirits_2019_Q2

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