Focus on Daniyel Jones
The magic words are self-motivation. Today we talk to Daniyel Jones, who reveals his secrets to become a successful brand ambassador. He was able to overcome many obstacles and he attributes this to visualization, a healthy mind and body and self motivation.
My interview with Daniyel
Hi Daniyel, everyone knows you as the worldwide Brand Ambassador for Angostura, tell me about your life before you won the competition in 2013? Where were you living and working?
My journey started with a dream to one day own an artisanal Caribbean restaurant on the beautiful island of Trinidad & Tobago where I was born. This guided me into my love for hospitality. I went to school pursuing my BA in Hospitality and Tourism full time and worked in a casual dining bar part-time. This introduction into the world of cocktails intrigued me so much so that for the following years it became the focus of my pursuit to become the best bartender in the Caribbean and soon globally. This vision steered my career into courageously entering the world stages of global bartending competitions. The highlight of this quest was winning the Angostura Global Cocktail Challenge 2013. Competing against 12 of the best bartenders from around the world with an alluring prize of a 1-year ambassadorship as Angostura’s Global Brand Ambassador. This was a humbling accomplishment being a Caribbean bartender who is mainly seen as one to make Piña Coladas and Rum Punches. Since then, I have been with the House of Angostura solidifying my role as Global Brand Ambassador sharing the beauty of our island its unique culture, food and craftsmanship of one of the industry’s most icon cocktail ingredient and awarded Rum range.
As Global Brand Ambassador I represent the House of Angostura® around the world for the past 8 years. Crisscrossed the globe from Moscow to San Francisco, Tel Aviv to Argentina, Shanghai to Australia, a combination of over 75 countries and cities globally sharing the beauty of Angostura’s iconic Bitters, Rums and its award-winning Amaro Di Angostura®.
Thankful to be a Spirited Awards Top 4 Nominee for Best International Brand Ambassador in 2020, nominated in the Top 10 for 2019 & 2018. To have had the opportunity to work side by side with industry greats many of today’s current leading industry persons. And appearing in the world’s best bars and having features in a multitude of media publications.
Growing up with the brands from childhood, I represent The House of Angostura and the Caribbean with such pride and love. There is simply no replacement for Angostura.
As an entrepreneur, I operated my own Professional Bar Service Company for six years and I am currently pursuing MBA Digital Marketing in Paris, France. The bar industry relies on education. There are new emerging brands every day and they all require the role of industry leaders, especially Brand Ambassadors, to share knowledge.
Daniyel at the Angostura global cocktail challenge in 2013.
Often, winners of a bar competition become Brand Ambassador for a year, yours became a stable position for years now, how did that come about?
“I make an absolutely delicious Angostura 1919 Daiquiri (laughs)”
From the very first activation I had to do as a Brand Ambassador I focused on using it to challenge myself to be better. If I did not, then the fear of speaking to large audiences of advanced bartenders could have easily swallowed me up. But seeing it as an opportunity drives me to this day to push the boundaries and deliver the best version of myself for an audience of 1 to as many as 200. This work ethic continues to enrich my position as one of value, hence the company continues to see my role as an asset.
Can you give us a secret for winning a bar competition?
“We are all born unique, yet many become copies”.
One secret would be to let your uniqueness be seen with confidence and humility. That with the combination of your passion and cocktail excellence is a great formula for Winning.
How important do you think it is that a brand ambassador knows how to work behind a bar?
“It is only impossible because someone else has not done it before” - Nelson Mandela.
It is a great skill and one that is often required as the role demands cocktail demos, guest shifts, cocktail videos and bartenders who want to see that you understand their world. Yet I always believe that there is no one way to get it done. If you are passionate, diligent and creative with your strengths you can be an excellent Brand Ambassador without knowing how to work behind a bar.
You are from Trinidad, close to the Angostura headquarters but you got married and in 2016 you moved to Paris. How has the move to Europe helped your career?
In 2016 I moved to Paris and that was influenced by the frequent traveling which left my wife Sophia at home in Trinidad alone during those trips. She is from Paris and enjoyed the beauty of the island. One evening at dinner we decided to explore the option of staying in Paris for some time while she finished her law degree. In that moment I felt like it would be a waste to keep my apartment for such a long time and adventurously took on the challenge of moving to France. As for my career I was now able to travel to smaller markets, like Moldova, Cypress, Riga, in Europe as the proximity was now budget favourable for work trips and also frequent more popular mainstream markets like, UK, Hong Kong, China, Poland, Prague, USA, South America.
Daniyel and Sophia at their wedding in Trinidad and Tobago.
Covid aside, your job calls for constant traveling, how do you maintain a life work balance?
Balance is like surfing. No wave is the same but good technique allows you to ride any variations while enjoying it. I try to maintain such balance in my work life. It is challenging as the industry is based on alcohol. The mindset of knowing that if my body is healthy, I can achieve the best version of myself; it is what wakes me up early after a long night of drinking to go to the gym. This also keeps me focusing on making sure my gorgeous wife is always happy….ALWAYS! (laughs). It is this thinking that created the project #healthybodyhealthymind which was intended to be launched at the beginning of 2020. I will share more about it when the markets are fully reopened.
How do you see things starting to change in Paris regarding bar openings?
The bars are reopening in France on 19 May. Many bars have diligently prepared for their customers and I wish them all the best of success. Summers in Paris are often slow as many travel outside the city for vacation. However, with the travel restrictions I believe the bars will be well supported. Especially by me for some Angostura 1919 Daiquiris laughs).
Have you booked a place in any fairs yet?
No bookings to date. Traveling on behalf of the company would require proper legal and safety measures met to proceed. I am booked with a series of different virtual masterclasses around the world which keeps me sharing the #Angosturalove in the meantime.
You are famous for your hearty laugh, where does that come from?
“What you think determines what you see and how you hear”.
My gratitude for the smallest of things makes me easily appreciate all that’s in my life even when I feel challenged. For example, I am thankful for meeting you, Sharla. You are such an amazing person full of positivity and joy. So, by seeing the beauty in everything I can smile and laugh every day.
What advice do you have for young people who want to start out in the bar hospitality sector?
Start with a vision. Write your thoughts down of where you want to go and what you want to achieve in the hospitality sector. Many become demotivated after spending time in the sector as it initially looked like a fun career. I say: take a moment now and create a vision. Having a vision of where you want to go and what you want to achieve gives you an advantage in succeeding in the industry and most importantly allows you to enjoy it.
What is the thing you miss the most about pre-Covid life?
The gym! (laughs)
When you get new regional brand ambassadors on board, what is the most important tip you can give them to ensure their success?
A Brand Ambassador is a marketing tool. Adding value to the brand starts by first adding value to yourself.
- Build up your product knowledge,
- Develop your ability to share the message,
- Share why you personally enjoy the brand.
What is a passion of yours that has nothing to do with the bar industry?
“I am Motivation”.
I came from humble beginnings, sometimes not having a meal to eat. I am the eldest of four siblings and I learned to never give up, even when it felt like when there was more fight left in me. I am responsible for my own motivation…. #self-motivation. Knowing this I feed my mind with the words that encourage me to pick myself up when I need it. If I fall, I get up and continue running, this time much faster than before. So, it is a passion of mine that will soon come to life in the form of a “Motivational Speaker”. #Gratitude
Five questions for Daniyel
A bartender living or dead, that you admire:
Alex Kratena.
What is your superpower?
Self Motivation.
Your secret to keep up with a busy schedule, night and day:
Hydrate – Water, Water, Water…..then Coffee (laughs).
If you were a bar tool, which one would you be?
Fine strainer – Keeping all unwanted stuff outside….No Bullshit allowed (laughs).
If you could only work with one spirit behind a bar, which would it be?
Rum.
You can open your own bar anywhere in the world with an unlimited budget, where would it be?
Cuba.
Where you can find Daniyel
Instagram: @daniyeljones
Website: daniyeljones.com
House of Angostura Instagram: @angosturahouse