Ingrid Best’s work behind the scenes for leading spirits brands has worked in her favor.
For nearly two decades, the marketing maven has built a resume of having represented brands that include D’usse, Hennessy, Belvedere Vodka, and more, according to Forbes.
“One of the blessings in my career is that I have typically worked for brands where the consumer base looks like me,” said Best. “So if I am in the room, I have a seat at the table and we are talking about consumers that look like me, I am going to do the right thing.”
Last month, Best launched her wine brand, IBest Wines, in South Africa, according to the outlet. The intent behind the company being based there was to play a role in transforming the country into a top destination for wine.
For IBest Wines, Best — who is a wine négociant — partnered with Stellenbosch Vineyard, which describes itself as “South Africa’s premier wine producing area.”
The uphill climb appears to be more than worth it for Best as she aims to inspire young women across the globe by running her company.
“We’re doing it now, you know, by building a Black-owned brand,” the founder said, per the outlet. “My hope is that this is really an example not only to our community but to our allies that we’re doing it. We’re doing it at the highest level, with pride and excellence.”
She continued, “I would say that’s what IBest Wines represents. It’s about collaborating with other wine owners to increase visibility and help each other pay it forward. We have to be bold and bullish about that.”
IBest Wines’ red and white blends are available for purchase at the company’s website.