Culture First: How Amelia Cohen-Smith Is Shaping Besa mi vino’s Identity
Written by Ethan M. Stone
When Amelia Cohen-Smith stepped into her role as Head of Brand at Besa mi vino, she was not just inheriting a legacy company. She was helping build one.
As one of the five UCLA alumnae behind Besa, Cohen-Smith worked from the ground up to define what Besa mi vino would look like, sound like, and feel like. As a creator, creative strategist, brand marketer, and executive, she shaped every layer of the brand’s identity. From packaging and visual storytelling to events and retail presence, she helped construct a cohesive world that speaks directly to Gen Z consumers.
For Cohen-Smith, brand building is about understanding culture from the inside rather than merely chasing trends.
Designing Experiences, Not Just Products
That philosophy guided Besa mi vino’s early marketing direction. Instead of relying on celebrity endorsements or traditional beverage advertising, the team focused on experiential campaigns and community building. Cohen-Smith leaned into social interaction as a central design principle.She and the Besa team developed Spin the Besa, a game concept that turned the act of sharing a drink into an experience. The idea invited consumers to engage with one another, creating moments that felt organic rather than scripted.
The concept gained momentum and eventually evolved into Spin the Botella, created in collaboration with Love Island. The game appeared on Love Island, Love Island USA and Love Island All Stars, expanding Besa’s reach to a national audience. It will launch at Target stores nationwide in June 2026, marking a significant retail milestone for the company.
That same partnership opened doors internationally. Besa entered the Australian market with Love Island Australia, supported by a national advertising campaign and a special edition Love Island Passionfruit Hard Seltzer.
Turning Retail Into Community
Creative direction also shaped Besa mi vino’s retail strategy. After launching Besa Hard Seltzer in Total Wine, Cohen-Smith recognized that shelf placement alone would not drive growth. The brand needed a human connection.She built an in-house ambassador program that scaled to more than 60 trained ambassadors across California. These ambassadors host tastings, attend events, and serve as brand representatives who understand the culture Besa represents. The program averages roughly 80 tastings per month, creating consistent face-to-face engagement with customers.
Cohen-Smith personally designed the recruitment, training, and scheduling systems to keep the program cohesive. She made sure ambassadors felt like core members of the brand rather than temporary staff. The retail activations, paired with strong packaging design and unified visual aesthetics, strengthened Besa’s presence in-store.
Within three quarters, Besa ranked number two in its category at Southern California Total Wine locations.
Recognition and Forward Momentum
The results of this culture-led strategy extend beyond sales figures. Besa’s canned wines, including White, Red, and Rosé, each earned Gold at the International Canned Wine Competition. Besa Hard Seltzer received nominations for the Brewbound 2025 Awards and the BevNET 2025 Spirit Awards.As the company expands into Arizona and Wisconsin, and prepares for broader nationwide growth, Cohen-Smith continues to lead creative direction with the same hands-on approach.
She believes Gen Z-led brand building requires firsthand engagement. She attends events, leads tastings, and speaks directly with customers. That proximity allows her to understand what resonates beyond surface-level demographics.
For Amelia Cohen-Smith, culture is not a marketing tactic. It is the foundation of how Besa mi vino grows.
