Expert Details
The Global Beverage Industry: Marketing, Sales, and the U.S. 3-tier Alcoholic Beverage Distribution System
ID: 731745
Connecticut, USA
Expert lends consultative insight on wine and spirits industry dynamics, government regulation, the U.S. three-tier distribution system, U.S. route-to-market issues, in-market distributors, global suppliers, major U.S. retailers, marketing practices, pricing and sales trends, innovation and brand portfolios, and consumer preference and behavior trends.
Expert also offers litigation support in the form of expert witness services to law firms for the wine and spirits industry -- specifically, marketing, sales, and the complexities accompanying the U.S. wine and spirits industry's triple-tier distribution system.
Before starting his own consultancy, Expert was Vice President of Marketing for Pernod Ricard Americas Travel Retail. He has also been Director of Marketing, Global Export and Travel Retail at Pernod Ricard (for their U.S. division). Expert started his career in 1985 with Seagram Americas and went on to undertake significant sales and marketing responsibilities there -- among them National Marketing Manager for Absolut Vodka (U.S.). Among many others, Expert's specialties include company consolidations and alignments, industry reputation, marketing practices, and management philosophy,
Since 2007, Expert has conducted over 200 consulting projects: 14 legal cases; eight Expert Reports; four Expert Rebuttal Reports; seven Depositions; three Arbitration Appearances for Testimony; and one Trial Testimony; 26 industry-expert presentations; 140+ individual consultations; private-equity research; startup-brand launch-plans; an FEI Front End of Innovation Conference presentation; and International-distribution of wine brands.
Education
| Year | Degree | Subject | Institution |
|---|---|---|---|
| Year: 1985 | Degree: BA | Subject: Cultural Anthropology and Comparative Cultures | Institution: University of Virginia |
Work History
| Years | Employer | Title | Department |
|---|---|---|---|
| Years: 2007 to Present | Employer: Undisclosed | Title: Independent Consultant and Expert Witness | Department: |
Responsibilities:Expert has conducted 200+consulting projects: 14 legal cases; eight Expert Reports; four Expert Rebuttal Reports; seven Depositions; three Arbitration Appearances for Testimony; and one Trial Testimony; 26 industry-expert presentations; 140+ individual consultations; private-equity research; startup-brand launch-plans; an FEI Front End of Innovation Conference presentation; and International-distribution of wine brands.His thought leadership covers the global beverage industry, including sales, marketing, and the United States three-tier alcoholic beverage distribution system. |
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| Years | Employer | Title | Department |
| Years: 2005 to 2007 | Employer: (Undisclosed) Travel Retail | Title: VP | Department: Marketing |
Responsibilities:Expert founded and led this 8-person marketing department for a newly formed, 50-employee company. His efforts drove double-digit growth to over 1 million cases and $20 million in profit in Americas Duty Free and Resort channels. Expert also served as communications lead for trade shows, events, industry associations, sales-training and industry media. He also served as strategic marketer for all Pernod Ricard wine and spirits brands, targeting global international travelers. |
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| Years | Employer | Title | Department |
| Years: 2001 to 2005 | Employer: Pernod Ricard USA | Title: Director | Department: Global Export and Travel Retail Marketing |
Responsibilities:Expert created and led the marketing team for a major international wine, spirits and aperitif seller's new Global Export and Travel Retail division. He also led major strategic initiatives, including trade shows, brand guidelines, and global marketing programs. He executed these initiatives with in-market-partners, delivering incremental sales, new markets, and new channels for export.Territories included China and Hong Kong, Japan, Australia, Europe, North and South America, and Global Duty Free. |
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| Years | Employer | Title | Department |
| Years: 2000 to 2001 | Employer: Seagram Americas | Title: Director | Department: Marketing: Duty-Free, Military, and Caribbean |
Responsibilities:Expert created multinational marketing for all Seagram brands. |
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| Years | Employer | Title | Department |
| Years: 1996 to 2000 | Employer: Seagram Americas | Title: National Marketing Manager | Department: |
Responsibilities:Expert coordinated the design and development of the most successful new product launch in U.S. distilled-spirits industry history: Absolut Mandarin. The product sold 500,000-cases and captured 72% market share in the first year. He devised innovative marketing strategies, events, and promotions featuring cutting-edge artists. Sales thereby increased by 32% in three years (from 3.35 million to 4.44 million cases). Expert's efforts also unified brand messaging and increased previously declining brand-equity measures. He controlled a $55 million annual marketing budget -- as well as multiple research, creative, and production agencies. |
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| Years | Employer | Title | Department |
| Years: 1995 to 1996 | Employer: Seagram Americas | Title: Senior Marketing Services Manager | Department: |
Responsibilities:Expert developed an award-winning, breakthrough trade and commercial marketing, bringing Absolut Vodka’s advertising Artist Series to life at point-of-sale using a $7 million merchandising budget. |
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| Years | Employer | Title | Department |
| Years: 1994 to 1995 | Employer: Seagram Americas | Title: Marketing Services Manager | Department: |
Responsibilities:He led the design, development, and implementation of new holiday gift packaging by Swedish artist Yrjö Edelmann. Despite a very tight time frame, results included a 22% sales increase from the year prior. Expert drove efficiency, visibility, and information transparency throughout the international marketing organization by creating the Absolut Vodka Point of Image Handbook and Global Catalog. |
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| Years | Employer | Title | Department |
| Years: 1985 to 1994 | Employer: Seagram Americas | Title: Increasingly senior Sales, Marketing, and Distributor Management, three-tier industry positions | Department: |
Responsibilities:Expert successfully brought about volume and profit targets through the development of sales objectives, strategies, incentive programs, training programs, and pricing and discount activity for 16 independent distributor sales forces. He also created retailer and consumer on- and off-premise promotional programs, rebates and couponing, sponsorships, PR, and event marketing, and product sampling and training programs. He re-opened neglected sales territories, gaining new distribution and establishing key account relationships. He also managed Federal, State, and Local Legal-Compliance within the highly regulated beverage and alcohol industry. |
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Career Accomplishments
| Associations / Societies |
|---|
| Founding member of the Freelancers Union. |
| Licenses / Certifications |
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| 3 Certifications: Advanced Ambassador, Level III, Academia do Vinho Martell Cognac Ambassador Absolute Vodka Akademi Master |
| Awards / Recognition |
|---|
| Ten (10) Point of Purchase Advertising Institute Outstanding Merchandising Awards Five (5) Promotion Magazine Design of the Times awards Promotion Marketing Association’s Reggie award for creating performance-art promotional concept, ABSOLUT AU KURANT, a drumming and sampling program for bars, clubs, and restaurants |
Additional Experience
| Expert Witness Experience |
|---|
| Expert has completed Expert Witness work completed on 16 cases: 6 for plaintiffs and 10 for defendants. Expert has completed eight Expert Reports, six Expert Rebuttal Reports, eight Depositions, three Arbitration Hearing Appearances where I provided Testimony, and two Trial appearances where he provided testimony. |
| Training / Seminars |
|---|
| Expert completed an eight-part Expert Witness Webinar Series: Expert Witness Courtroom Boot Camp. |
| Marketing Experience |
|---|
| Expert is an award-winning global brand marketer, specializing in brand-identity management and sales growth through consumer-focused marketing. Subject-matter expertise gained managing iconic beverage brands, including: Absolut Vodka, Crown Royal, Martell Cognac, Captain Morgan, Chivas Regal, The Glenlivet, Jameson, Kahlua, Beefeater, Wild Turkey, Patron, Sterling Vineyards, Jacob’s Creek wines, Seagram Coolers, Seagram Mixers, Tropicana Juices, Orangina Sodas, Yoo-hoo Chocolate Drink, and Highland Waters. |
| Other Relevant Experience |
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| Expert provides consulting services to Start-ups, Venture Capital firms, Private Equity firms, Hedge Funds, and Investment Managers. In this capacity, his contributions have included Industry Expert Presentations, Conference Calls, Research, Marketing, Sales, and Distribution plans. Expert's insights address beverage industry dynamics, government regulation, taxation, distribution, sales, finance, and marketing. Expert's global travel retail expertise includes border and airport duty free stores and the concession bidding process, supplier relations with global duty-free retailers, pricing, and procurement practices. |