The world of premium spirits is a vast, hissing and simmering cauldron of flavour. Every drink aims to push the boundaries on the senses, to breach the comforting brackets of familiarity – transforming that sip of gin into synaesthesia, where taste, smell and the feel of liquid on the tongue are each carefully crafted components of an overall EXPERIENCE. Hundreds of Pop-up drink fairs and conventions are erected across the country – thousands across the globe – to compare, contrast and blend new experiences from around the world. The company I would work with for three months straight after I left University was a drinks company, but their product was non-alcoholic. It was a mixer – something to blend these weird and wonderful flavours with. The twist: they were all-natural mixers, with an ethos hell-bent on exposing and toppling a tonic market saturated with artificially sweetened, flavoured and branded products.

My internship began with a tip-off from WEXO’s Robin who notified me that a new, exciting opportunity had appeared and that it may be of interest to me. After having a quick look over the internship details, I decided that this was exactly the something that I had been looking for –the chance to try something new.,to throw myself into an area that I was interested in, but knew little about and to dabble in something that would seriously benefit my critically experience-malnourished CV…

After an interview and a weekend excursion to the unfamiliar realm of London, I was called by Tom – Fever-Tree’s Sales Manager – who alerted me that I had been accepted and my internship would begin immediately. I was to be working with him in what the drinks industry refers to as the ‘On-Trade’, meaning individual or collective premises that worked outside of main grocery channels, such as bars, pubs, clubs and hotels. I would be visiting these venues alone, garnering specific information on each ‘account’, gathering feedback and finding out the best ways in which the product could grow in conjunction with the account’s consumer-base, geographical region and, if applicable, its group.

An ‘account’, I soon learned, very rarely existed as an individually licensed, autonomous entity. A pub would tend to belong to a ‘group’ or even a large, multinational brewer. My three months, Tom announced, would predominantly consist of travelling to and visiting a colossal amount of groups and businesses, while he constantly assessed me. The path to Sales-Mecca would, I soon learned, consist of episodic, enriching periods of guidance and confidence-nurturing from my mentor, but more often than not would involve hurling me repeatedly into volatile situations and watching how I dealt with it, possibly with a very small morsel of sadistic satisfaction.

Although horrifically nerve-wracking during the first few weeks this method allowed me to develop a certain skill-set desperately necessary in a Sales role: thinking on your toes and making the most of the resources available to you. It was initially a terrifying experience; I’d be walking into a pub or restaurant, asking for the bar manager above the hubbub (this would instantly turn a few heads in my direction – the man feeding his dog cold chips at the table closest would look up and grimace at me as I stood there shivering in my salesperson shirt and chinos), waiting a good five minutes whilst sweat began to ooze out of my hands and armpits until they came over and grasped my clammy palm, ready hear my delivery. “Hello!”, I would say, “I’m Will from Fever-Tree”. That was my planned opening, the rest would hopefully follow.

Yet grudgingly I began to revel in this method of learning and within two weeks I was allowed to set out alone “in the field” with a suitcase full of products, botanicals and a Salesman swagger. Within three weeks I was comfortably “cold-calling” – the method of entering an alien premises, attempting with your Fever-Tree chat and a favourable spread of the product in an ancient cocktail magazine to strum the apathetic strings of the Manager’s heart until Tonic-induced ecstasy is splayed upon his business plan. All this while trying to retain that rehearsed, comforting and assuring, “I’m-totally-in-charge-look-into-my-dark-confident-pupils”, rock-steady, if a tad unnerving, Sales-stare. Tom, my boss, did it on cue. He’d walk proudly into premises and come out the same upbeat, down to earth fellow as if all he had received inside was a gut-warming pat on the back. Inside the pub or restaurant his demeanour would quickly change and a clearly researched and idealistic figure emerged, at once comforting the client and finding ways to push buttons and tap into an interest he or she didn’t realise they had in a product they’d never heard about. It took me a few months of repeatedly cold-calling venues to really get the gist of it.

Sales is all about communication. Once you have this fundamental nailed down, skills can be embedded and your persona can be polished. What I took away from Fever-Tree was a confidence I know I wouldn’t have developed unless I had been thrown headfirst into the deep-end, and I desperately urge anyone who hasn’t to do so immediately. In the end I chose not to continue on at my internship because it was ultimately an area of expertise that wasn’t me. That said, it has genuinely been one of the most fulfilling, eye-opening and fun experiences that I have ever had. I would recommend the company to anyone who genuinely has a passion for the drinks industry and communicating to the ocan of people within it. The people were immense, and I’d like to thank everyone at Fever-Tree for the chance to work at one of the most professional and inspiring workplaces in the UK. In particular I’d like to thank Tom Armstrong who was a genuine mentor to me, who I looked up to a great deal and who made the experience just that bit more special. I also learned a lot I’m sure!

William Martin

“Be passionate, be opinionated and always be a problem-solver“. So said our panel at last night’s filmed careers event and launch of WEXO TV, ‘How I Made it in Advertising‘. We were lucky enough to get an intimate and entertaining careers chat from five pros in the advertising world, jam-packed with practical advice and anecdotal lessons. The Tabernacle in Notting Hill hosted our evening in its beautiful and embellished theatre.

On the panel sat Julian Diment (Carphone Warehouse), Rebecca Robins (Interbrand), Nick Foster (T-Mobile), Tanya Hamilton-Smith (JWT) and Robin Garton (MBA). Collectively they’ve worked for and with the likes of Saatchi & Saatchi, Publicis, Tesco, Orange, Andrex and Reuters. A pretty impressive but instantly likeable bunch, if we ever met one.

Our audience consisted of everyone from LSE undergraduates, Masters students and careers advisers for schoolchildren to keen WEXO members who’d travelled from as far as Cardiff! Needless to say the atmosphere in the Tabernacle was rather electric, with guests in the running to win a work’s week experience in advertising particularly excited. To begin, each of our speakers zipped us through their background, and how they found themselves on their current career paths. A few central themes arose, which anyone looking to delve into the advertising should consider noting. Pens at the ready:

1. Follow your instincts. When it comes to joining a team, go with people you instantly feel you can gel with. If you’re pretending to be someone you’re not, it’ll show in no time.
2. Relationships are key. Care about the people and brands you work for. Not in a sentimental sense, but in terms of genuinely wanting to push forward their agenda. Those relationships will form the core of your contact base in time.
3. Do your research. Know the brands or companies you aspire to work with, before you find yourself in that interview you worked so hard to nab. With LinkedIn, Facebook and Google at your disposal, any failure to read up will tend to reflect badly on your preparation.
4. Don’t be a slave to the numbers. When you’ve got an idea in a creative position, it’s vital to balance both your own gut feeling and the anticipated demand from market research. You’ll sell yourself short by only responding to one or the other.

After learning how each speaker ‘made it’ in advertising on their own paths we then enjoyed the Q&A session. While I tweeted furiously throughout, our audience came through with questions on the prevalence of social media, importance of corporate social responsibility and recommended academic paths to advertising jobs.

Some particular crackers included a question on whether the panel members would have handled the John Lewis ‘freezing dog’ Christmas ad differently and a personal question about why so few of the panel seemed to be on Twitter themselves! These two are in fact our winning questions for the event: in our promo we had advertised a week’s work experience and subscription (worth £800) to The Reel. We’re happy to announce that Debra Sherman and Lucy Hine are our two winners, and more details will be coming their way today. Well done!

As the Q&A went on, similar themes started to crop up while the panel used stories of their own experiences to illustrate their points. It was particularly interesting to hear about Garton’s adventurous approach to adverts when contrasted with Hamilton-Smith’s self-described ‘safe’ angle. Knowing we were sat with one of the brains behind Orange Wednesdays (Diment) was also impressive and inspirational.

All in all, the gist seemed to be: use your skills, resources and creativity to push yourself towards the department you’d work best in. Although the advertising industry is so varied, finding oneself in the wrong area could be disastrous and personally unfulfilling.

WEXO Members can watch the entire event on WEXO TV here or break it down into clips of the Q&As.

Tshepo Mokoena

The figures released today by The Guardian and The Higher Careers Service Unit  are further evidence that graduates are going to face an uphill struggle in securing a job, let alone a job in their preferred field.  The ones who will succeed are those who take a longer-term view of the situation and use it to their advantage to get ahead of the pack.

Help the decision along with some work experience...

Postgraduate study or training is always an option, as is volunteering, doing a stint of work experience or getting an internship, each of which allows candidates to broaden their horizons – and at least find out what they don’t want to do!  Extra courses or evening classes – anything from bookkeeping and learning a new language to software programming or even stand-up comedy – add significant value to skill sets and CVs.  Travelling is also a valid alternative, particularly when combined with activities that broaden your horizons.

Graduates have a tough time coming into this job market, but there are lots of options available to ensure that when they do get that ‘first job’, they know it will be the right job for them and they are in the best possible position to kick-start their careers.

Listen in: http://www.wexo.co.uk/wexo/uploads/temp/mp3/Graduates-face-unemployment-Guardian.mp3