This explorative study examines the use case of wines from Alto Adige, whose consortium-initiated programs to train local ski instructors and bike guides as brand ambassadors for the wine-growing region. The initiative has identified ski courses and cycling tours as popular activities of a significant target group segment, and both local ski instructors and bike guides as authentic, credible brand ambassadors as part of a wider strategy to build the brand image of wines from Alto Adige. This study contributes to a better understanding of preconditions and techniques needed to develop and implement similar initiatives in other locations. However, our findings also emphasize the need for further research in this field, as academic papers on brand ambassadorships in the wine industry are rare.