Sales Tips from a Weekend Side Hustle: How I got Halfway Decent at Selling Booze
Bonnie Mellott | May 16, 2025
How I went from debugging code to demoing booze—and didn’t totally suck at it
For most of my career, I wrote code. I was a web developer: quiet, detail-oriented, and generally more comfortable fixing CSS bugs than chatting with strangers in a liquor store. So when I picked up a side gig as a spirits brand ambassador, I figured I’d just stand behind the table, hand out some samples, and go home.
What I didn’t expect was for brands to start requesting me by name. Apparently, I’m weirdly good at this. I don’t come from a sales background. I’m not a natural extrovert. And I’m not one of those people who’s used to getting what they want just by flipping their hair and smiling. I’m very average. This isn’t about charm or looks (although I’m sure those help.) It’s about paying attention, being genuine, and making it easy for people to say yes.
If you're considering a weekend side gig—whether you're a teacher, a tech worker, or just someone who likes talking about booze more than spreadsheets—working as a liquor brand ambassador might be worth a second look.
Here’s what’s actually worked for me in the field:
1. Approach Everyone
Even if they look like they just wandered straight off a wanted poster, talk to them. The most unexpected people often end up being your best customers. A simple “What brings you in today?” goes a long way. People are full of surprises. The 22-year-old in flip-flops might want to talk about cask strength bourbon. The older woman with a cart full of wine might ask for a cocktail recipe using mezcal. Don’t make assumptions about what people like (or what they know) based on how they look. Ask questions, be curious, and let them lead the way.
2. Personalize the Pitch
Don’t launch into your spiel the second someone walks in. Watch what they’re shopping for. Are they hovering around high-proof bourbon? Staring at ready-to-drink margaritas? Match your approach to their interests. It makes the interaction feel natural, helpful, and less scripted.
3. Keep It Chill
Some people love the hard sell. I don’t. And most customers don’t either. I’ve had way more luck treating it like a conversation, not a pitch. Be friendly, not forceful. Help them feel like they’re choosing, not being cornered.
4. Know What You’re Talking About
Yes, people will ask questions. And no, reading the label out loud doesn’t count. Learn the story behind the brand. Understand the tasting notes. Know how to use it in a cocktail. (Need help with that part? Check out my Cocktail Underground YouTube channel for recipes, product reviews, and deep dives into the spirits world.)
The more you know, the easier it is to customize pitches. For example, if I am selling New Riff bourbon, which is a high rye bourbon, and I see a customer with a bottle of rye in their hand, I might say “If you normally like ryes, you may love this bourbon. Try some!”
5. It’s Not Just Standing Around Looking Cute
I know a lot of people who just stand and look cute, hoping that's all they need to make a sale. That’s not me. I don’t just stand there hoping people come to me. I pay attention and engage. If I’m able to step away from my table, I do. For example, if I’m doing a bourbon tasting and I see lots of people in the whiskey aisle, I will grab my sample bottle (never leave them unattended) and let those shoppers know there are samples available. Often, I see people who are overwhelmed with choice, and buying what they just tasted and liked is easy!
6. Don’t Take Rejection Personally
You will get ignored. Snubbed. Told “I don’t drink” by people buying tequila. It happens. Smile anyway and move on. It’s not about you.
7. Bring a Backup Plan
Sometimes things are slow. Maybe it's raining, maybe there's a football game on, maybe the store's just dead. Have something ready for those moments—like a quick social media post about your tasting, or notes on how the product is made. I’ve even jotted down talking points for the next event. A little prep work beats standing there scrolling Instagram and looking bored.
8. Keep It Simple
Have a short go-to pitch. Be able to explain what it is, what it tastes like, and how to use it in under 15 seconds. Nobody wants a TED Talk while they’re trying to buy mixers.
9. Learn from Other Reps
Some of the best tricks I’ve picked up have come from watching other spirits brand ambassadors. Who’s selling the most today? What are they doing differently? Borrow what works, skip what doesn’t. Talk to your fellow reps—they’re often the best resource.
10. Make Friends with Store Staff
The employees can make or break your success. If they like you, they’ll talk up the product when you’re not there. Say thank you. Clean up after yourself. Ask them what their customers love. Be the kind of rep they want back. Bonus: They often give me a discount when I buy something for myself! Hello 10% off!
My Two Cents (After 10 Samples 🤭)
If you’re looking for a side hustle that actually pays off, this one caught me off guard in the best way. You don’t need to be a natural salesperson or the most outgoing person in the room. You just need to show up, pay attention, and talk to people like a human. If it helped me break out of my quiet, behind-the-screen routine, it might work for you too.