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.

I’ve had the privilege of building some of the world’s most iconic and disruptive consumer brands, and I’m now open to board service opportunities where I can bring my global marketing expertise, people-first leadership, and passion for innovation. Here is my biography.