Issue link: http://digital.copcomm.com/i/237615
Hendrick's Gin has quickly become a heritage brand for the portfolio. PHOTO: DAVID HUFF service, including hand-selling, and act as a conduit for communication." Finally there are vendor partners, including the marketing agencies that craft message and the distributors who find premium outlets to champion products. To SVP Sales Ted Roman, the importance of having great brands can't be overstated. "Spirits growth in the U.S. now comes from the premium and super premium segments, which the recent economic downturn had adversely affected. WGS is well positioned in this space, which began to improve in late 2011. Month-aftermonth, it is now our most consistent area for growth." Of course, strategic direction counts too, and Harvey Purchese, WGS's SVP Marketing, knows it is crucial to have everyone rowing toward the same target. "We value conviction over image. Advocacy drives the recommendation of brand, so we do whatever we can to support advocacy in an equitable manner." Purchese also believes in focusing resources on key regions that are densely populated, including New York, Florida, California, Chicago and Texas. Purchese's passion for marketing makes him a perfect fit at WGS. "It's great fun. I work for a terrific company that's very successful with even more growth to come. The job is always Rising Reyka: Daniel Brancusi "Being considered one of William Grant's Rising Star brands is great and well deserved, explains Daniel " Brancusi, Brand Ambassador for Reyka Vodka and a Rising Star in his own right. "Reyka offers bartenders and consumers only the highest quality. Using the purest water in the world—it has zero taste— Reyka allows the drinker to actually taste the vodka. In addition, the vodka is filtered through lava rock—which is not only natural, but effective. " Excited to be part of William Grant, Reyka and Brancusi intend on doing their part to share the story and taste of this phenomenal craft spirit. "This past year was about getting the accounts and smaller groups of people to taste and really understand the brand. Looking into next year, it's all about getting Reyka out there and into the hands of the mixologists and consumers. We welcome the challenge and are excited to share this truly unique and wonderful vodka. —Breanne DeMore " Daniel Brancusi, Brand Ambassador for Reyka Vodka, at a Reyka cocktail competition in Scottsdale, AZ. january 2014 / the tasting panel / 53 TP0114_034-65.indd 53 12/19/13 9:28 PM