In an era defined by information overload and fleeting attention, strategic public relations has emerged as a cornerstone of meaningful communication. No longer confined to securing media coverage, today’s PR thrives on crafting narratives that not only inform but inspire. These narratives are carefully structured to reflect an organization’s purpose, values, and vision—anchored in truth, shaped by insight, and aligned with audience expectations. By blending data-driven strategy with the human art of storytelling, communicators can cultivate trust, rally communities, and transform organizations into enduring, purpose-driven voices in the public arena.

Sabrina Donley is a transformative marketing executive with over 25 years of experience turning complex business challenges into strategic growth opportunities across the manufacturing, infrastructure, and technology sectors. Known for her unique blend of engineering precision and creative storytelling, she has built and led global marketing organizations that drive measurable results—from doubling pipeline growth and increasing brand awareness to leading digital transformation initiatives and enterprise-wide strategic planning. Sabrina’s ability to align cross-functional teams, optimize processes, and craft high-impact, data-driven campaigns has made her a trusted leader in both public and private equity-backed companies. With a proven track record of delivering ROI, accelerating growth, and uniting brand strategy with business outcomes, she is a visionary force in modern marketing leadership.

Jimmy Verrett is a veteran marketing executive and creative strategist with a proven track record of leading transformational brand experiences across the CPG, automotive, beverage, and tech industries. Known for his visionary leadership and hands-on approach, Jimmy combines decades of agency and nonprofit experience with a passion for purposeful storytelling, strategic growth, and organizational excellence. His career reflects a deep commitment to innovation, team empowerment, and impactful communication—all of which position him as a valuable contributor to companies seeking fresh insight at the board level.

Sandy Suminski is a seasoned creative leader and advertising writer with over 35 years of experience shaping brand narratives that connect, inspire, and drive results. Known for her ability to “get to the heart of a brand’s story,” Sandy has worked with some of the world’s most recognized agencies and brands, translating complex strategies into clear, compelling messaging across industries like healthcare, retail, CPG, and hospitality. With a foundation in big-agency thinking and the agility of a long-time freelancer, she excels at bridging creativity with business goals—bringing strategic insight, cross-functional collaboration, and human-centered storytelling to every project she leads.

In today’s rapidly evolving wine and spirits market, building a resilient brand demands both reverence for tradition and a bold embrace of change. Drawing from the successful transformation of the Bounty Hunter brand, this article explores how aligning with the values of younger, more diverse consumers—through sustainability, digital engagement, and authentic storytelling—can breathe new life into legacy labels. By reimagining brand narratives, investing in online experiences, and cultivating community through social media and experiential events, heritage brands can remain relevant while preserving their core identity. The key to long-term success lies in adaptability, authenticity, and a deep understanding of shifting consumer expectations.

The wine and spirits industry is undergoing a profound transformation fueled by evolving consumer expectations, digital disruption, and the decline of traditional distribution models. This article explores how Direct-to-Consumer (DTC) strategies offer a powerful avenue for brands to adapt and thrive. By focusing on authentic storytelling, personalized marketing, robust e-commerce platforms, and immersive engagement tactics, wine and spirits companies can cultivate stronger customer relationships, drive sustained revenue growth, and carve out lasting competitive advantages. As digital platforms redefine how consumers discover and interact with brands, embracing innovative DTC approaches is no longer optional—it’s essential for long-term success.

Ned Munroe is a renowned global brand strategist and creative executive with over 30 years of experience leading some of the world’s most iconic consumer and lifestyle brands. As the former Global Chief Design Officer at Hanesbrands Inc., he played a key role in revitalizing Champion, Hanes, and C9 by Champion, driving billion-dollar growth and securing high-profile collaborations with Supreme, Coach, and Todd Snyder. Now the founder of Copper Drifts Studio, Ned helps brands navigate market disruption, product innovation, and strategic expansion with a visionary approach that merges design, storytelling, and business strategy. His expertise in trend analysis, merchandising, and creative leadership makes him a sought-after advisor and board member, guiding companies toward sustained growth and market leadership.

Billy Cole is a seasoned creative director and brand strategist with over 40 years of experience transforming retail fashion, home décor, and luxury brands through innovative storytelling and marketing. Known for his instinctive approach and strategic vision, Billy has led award-winning campaigns for global brands like Old Navy, Gap, Banana Republic, and White House Black Market, driving significant revenue growth and customer engagement. His expertise spans omni-channel marketing, content creation, and digital transformation, making him a sought-after leader in brand evolution. With a passion for pushing creative boundaries and crafting compelling narratives, Billy continues to shape the future of retail through his consultancy, Billy Cole Creative, and is actively seeking board opportunities to share his knowledge and leadership.

I’m thrilled to share my journey and experiences with you. As the founder of CoolBrands and Signitt, I’ve dedicated over 20 years to transforming brand storytelling and personal branding. My passion for empowering diverse voices and innovative approaches in creating impactful narratives has driven my career. I’m excited to connect with others who share this passion for leadership, empowerment, and making a difference.