Broadway actress and dancer Samantha Barriento is making moves as she becomes a brand ambassador.
A native of Queens, New York, the Puerto Rican and Dominican performer, also known as Spicy Tam, has been dancing since age three. She trained at LaGuardia Performing Arts High School and The Ailey School and graduated from Fordham University with a BFA in Dance.
Since then, Barriento has freelanced with several companies, including Nimbus Dance Works, Elisa Monte Dance, and Step One Dance Company. Most recently, she completed two years of touring with the Broadway show The Lion King.
Now, Barriento—or Spicy Tam—is letting out a big roar for her new partnership with Smirnoff and the launch of its new “Baila con Smirnoff” campaign. The brand says the campaign will “create a unifying rhythm that ignites everyone to come together to celebrate” its flavorful Spicy Tamarind products. Barriento marks the flavor’s first-ever brand ambassador.
For Barriento, teaming up with the brand is all about representation. She believes many Latine consumers want to see their culture included in all industries. It feels like a natural collaboration for Smirnoff to tap a Latina like Barriento to be the spokesperson for its Spicy Tamarind flavor, especially since tamarindo is so prevalent in Latin American countries.
“This is not just being attached to a really fun [and] wonderful team and campaign, but it’s also what it represents,” Barriento said. “Being a Latina, it’s also such a huge part of who I am and how I grew up. Growing up in New York, I’ve had the luxury of having a lot of [Latines] around me [and my] community.”
Barriento adds that she will cherish forever celebrating Smirnoff’s Spicy Tamarind products and helping the brand introduce them to a “special place” like the Latine community.
“It’s going to be massive for me [and] bigger than I could have ever imagined,” she said.
If you happen to see Barriento at an event this year, don’t be surprised if she has her favorite Smirnoff’s Spicy Tamarind cocktail in hand – the Piña Picante.
“[I like] the pineapple flavor highlighted by the spiciness and the caramel and citrusy undernotes of the spicy tamarind,” she said. “When it’s together, it is heaven.”
