A Black woman-owned wine brand has secured a sweet victory.
Established in 2023, IBest Wines has secured a partnership with American Airlines. The company was launched by Ingrid Best, who carries two decades of experience in the wine and spirits sector from companies such as Diageo, Moët Hennessy, and Bacardi, the company website mentions. She entered the industry as a brand ambassador, assisting in the launch of a small rum brand for Diageo in San Francisco, CA, New York, and Miami, FL, she said during an interview on “Way Up With Angela Yee.” She later rose up the ranks in the aforementioned companies, holding titles that include Regional Marketing Manager for Hennessy (2013-2016), Brand Director for D’USSE (2019-2020), and CE’s EVP, Global Head of Marketing Spirits (2021).
Her career milestones include managing two of the largest venture joint spirit partnerships.
“I was so fortunate to be exposed to every facet of the business, which typically, in an ambassador role, you aren’t exposed to,” Best told BET.com. “I believe it’s my destiny to do what I’m doing now because the way I entered through the ambassador role gave me this crazy exposure to every part of the business.”
Through IBest Wines, Best is honoring the South African wine region, which she says is “sorely underrepresented.” An initial visit to the country with her best friend enlightened her about the region and its wine, culture, arts, and food.
“I fell in love with South Africa quickly and, over time, discovered the infinite layers the country has to offer – from its wine to its people, art, food, and culture,” she said in a statement on the company website. “With IBest Wines, I hope to reach across cultures and customs to create a global conversation – over a glass of wine – about what it means to be human and to give love and light.”
Best is doing just that. She has landed a partnership with American Airlines, which flies to over 60 countries and has logged 2.1 million flights across 1.8 billion miles. This is made possible because IBest Wines was tapped to participate in its Global First-Class wine program. Beginning in April 2015, the airline’s passengers seated in its global First-Class cabins will have a chance to sample its White Blend product, a blend of Chardonnay and Chenin Blanc from South Africa’s renowned Stellenbosch region.
“This partnership with American Airlines is a testament to the innovation and growth we are driving within the wine industry,” Best expressed to Baller Alert. “By collaborating with American Airlines, we are not only elevating the in-flight experience but also showcasing the artistry and excellence that define our brand.”
