Over the past several years, the marketing world has changed exponentially. While other factors are certainly at play, such as the rise in popularity and integration of increasingly advanced technological tools, one of the primary contributors to this change has been the role of a younger, more digitally affluent generation.
As Gen Z comes of age and becomes a vital part of the modern workforce, they are bringing bold new tactics, strategies, and methods, and Amelia Cohen-Smith is a perfect example of how this can lead to massive success.
Cohen-Smith is Head of Brand at Besa mi vino, a brand that specializes in organic, sustainable canned wines, and premium quality hard seltzers. Her creative leadership in building the brand has been integral to its international success and now drives the marketing strategy, furthering its growth. Creative direction, experiential marketing, and community-driven brand building have positioned Besa mi vino as a culturally relevant beverage brand for Gen Z consumers.
Making an Impact
Cohen-Smith and her team built a global beverage brand from scratch. The result of the efforts of five UCLA alumnae, Besa mi vino thrived through point-of-difference marketing and experiential events, all strategies that appealed directly to younger consumers. Instead of competing with celebrity-backed brands, Besa mi vino focused on building culture and creating social experiences, such as Spin the Besa, a branded game played with their products, turning consumers into a community rather than customers.
That strategy led to a partnership with Love Island, the world’s biggest reality TV dating franchise. As part of their collaboration, Spin the Botella was featured on Love Island, Love Island USA and Love Island All Stars. The game is set to launch nationwide at Target in summer 2026.
Besa also made an appearance on Love Island Australia with the Love Island Special Edition Passionfruit Hard Seltzer, marking the brand’s debut in that market, with Cohen-Smith playing a key role in its international launch. Besa’s canned wine options (White, Red, and Rosé) each won Gold at the International Canned Wine Competition, and Besa Hard Seltzer was nominated for the Brewbound 2025 Awards and the BevNET 2025 Spirit Awards.
Her notable career doesn’t stop there. She has directed a national advertising campaign on Channel 9 in Australia, promoting the Love Island special edition hard seltzer during its two-month broadcast season live on the show.
Philosophies and Meaning
Cohen-Smith states that “Perseverance, resilience, and resourcefulness allow younger leaders to contribute meaningfully much earlier in their careers. In consumer brands targeting younger audiences, perspective from within their demographic is a real advantage. Being part of the audience I speak to gives me genuine confidence in understanding the culture, visual aesthetics, trends, and experiences that resonate with that consumer.”
Cohen-Smith’s story exemplifies modern brand building: creating a culture people desire to join. As a young Gen Z creative leader in FMCG, she has developed a brand that stands out visually and remains culturally relevant through innovative imagery, visual design, and unconventional marketing techniques.
Moving Forward
Within the next five years, Amelia Cohen-Smith aims to make Besa mi vino a household name worldwide. With its distinctly modern sensibilities and youthful outlook, the brand is uniquely positioned, created by and for a new generation of consumers whose influence across the entire market will only continue to grow in the coming years.
As Cohen-Smith concludes, “I look forward to leading Besa’s creative direction as we scale and exploring new creative partnerships along the way.”
Written in partnership with Tom White
