Amelia Cohen-Smith: The Creative Force Behind Besa mi vino’s Global Brand
Written by Ethan M. Stone
For Amelia Cohen-Smith, building Besa mi vino has always been about more than selling a beverage. As Head of Brand, the Gen Z creative strategist helped transform a startup concept into a growing global brand rooted in culture, community, and design.
Cohen-Smith is one of five UCLA alumnae behind the company, and her leadership focuses on the creative work that shapes how consumers experience the brand. From visual identity and product design to experiential marketing and advertising, she approaches brand building as a cultural project rather than a conventional beverage launch. The result is a brand that connects directly with Gen Z audiences by inviting them into a shared experience.
Turning Consumers Into Participants
That philosophy shaped one of Besa mi vino’s most recognizable ideas. Cohen-Smith helped craft Spin the Besa, a social game that turned a simple product moment into an interactive experience. The concept encouraged consumers to participate in the brand rather than passively encounter it.The idea eventually evolved into Spin the Botella, a game developed with the reality television franchise Love Island. The collaboration introduced the game on, Love Island, Love Island USA and Love Island All Stars, bringing the Besa concept to a global entertainment audience. The partnership will continue to expand when Spin the Botella launches nationwide at Target in summer 2026.
This creative collaboration illustrates how Cohen-Smith approaches brand building. Instead of competing with celebrity-backed beverage brands, she focuses on creating cultural moments that naturally build community and generate buzz.
From Experiential Events to Retail Strategy
The same emphasis on experience appears across Cohen-Smith’s marketing strategy. Large-scale activations and social events bring the brand to life, while ambassador-led retail programs connect directly with customers in stores.One of Cohen-Smith’s most significant challenges involved driving sell-through after Besa Hard Seltzer launched in Total Wine locations. Securing shelf space was only the first step. The brand needed to build awareness and customer connections.
Cohen-Smith responded by developing an in-house ambassador program that grew from a small group into a team of more than 60 trained representatives. The ambassadors run weekly tastings across California and average about 80 sampling events each month. Cohen-Smith created the infrastructure for recruiting, training, and creative direction for the campaign, while personally training ambassadors to represent the brand’s voice and culture.
The approach paid off. Within three quarters, Besa ranked number two in its category at Southern California Total Wine locations.
Creative Marketing With a Global Vision
Besa mi vino’s creative direction also extends into international growth. The brand entered the Australian market with a Love Island Passionfruit Hard Seltzer that appeared on Love Island Australia, accompanied by a national advertising campaign on Channel 9 during the show’s broadcast season.At the same time, the company continues to grow in the United States with new state launches and expanding retail partnerships. Besa Hard Seltzer and the brand’s award-winning canned wines have helped establish the company as a distinctive presence in the beverage category.
For Cohen-Smith, the lesson is clear. Modern brand building depends on culture, community, and creative direction working together. By combining experiential marketing, strong design, and direct consumer engagement, she has helped position Besa mi vino as a brand people want to be part of, not just a product on a shelf.
