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360° Experience 
in the Global Wine Industry

"How do you make a small fortune in the wine business? Start with a large fortune and buy a winery."

Kevin Zraly

Joseph Rey Granados
Brand Strategist

Joseph Granados con su mujer Ana

Photo: Joseph and Ana Granados 

Evening de Wine, Valencia

Clients of Granados Consulting benefit from forty-six years of diversified experience in the global wine industry gained at numerous high-performing companies. These include Fortune 500 corporations, image-leading wineries, multi-national wine groups and major American wine and spirits importers. (Details in Professional Profile below.)

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For any business, the development of strong, integrated brands requires a collaborative process that engages all key stake holders and departments. I provide a unique 360° background  in the wine industry that combines classical CPG marketing with hands-on experience in viticulture, food and beverage service, distributor sales, retail channel strategy, portfolio management, and executive financial accountability.

 

This multidimensional skill set helps me renew and create wine brands that overdeliver on trade and consumer expectations, while also aligning with the unique business assets and priorities of a given client. 

 

My approach with every client is to work closely with leaders in the sales, marketing, winemaking and finance areas to build consensus across the organization on strategies that increase brand equity in the marketplace by leveraging the company's authentic core values and strengths.

MANAGEMENT HISTORY

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  • Guarachi Wine Partners / TGIC Importers | VP Marketing (2012 to 2013) | Brands: Norton, Montes, Achaval-Ferrer, Santa Ema, Pascual Toso and others

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  • Codorniu Group / Aveniu Brands | VP Marketing (2009 to 2011) | Brands: Artesa, Codorniu, Viña Pomal, Piccini, Voga, Amarula, Septima and others

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  • Constellation Wines US / Icon Estates | Group Estate Director (2005 to 2009) | Brands: Ruffino, Kim Crawford, Estancia, Veramonte and others

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  • Robert Mondavi | Marketing Director, Import Division (2000 to 2004) | Brands: Ornellaia, Frescobaldi, Luce, Seña, Errazuriz and others

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  • Renaissance Vineyard & Winery | Sales & Marketing VP (1994 to 1999)

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  • Paterno Imports / Terlato Wine Group | Brand Manager, Key Accounts Manager (1987 to 1994) | brands: Chapoutier, Ruinart, F. Chauvenet and others

 

  • Park Hyatt Hotel, Chicago | Sommelier, Latour Restaurant (1983 to 1987)

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  • Renaissance Vineyard | Associate Vineyard Manager (1977 to 1983)

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NOTEWORTHY CLIENTS

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  • Fecovita Group| Mendoza, Argentina | VP Strategic Direction(2020 to 2022 - contract) ​| Brands: Toro Centenario, Chancellor, Land of Malbec, Texto Súbito and others

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  • Bodegas Eguiluz | Rioja Alta, Spain

 

  • V. Sant Pere de Moixent Cooperative | Moixent, Spain

 

  • Celler Roure | Moixent, Spain

 

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  • Pago Casa Gran | Moixent, Spain

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  • Bodegas Copaboca | Rueda, Spain

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Professional profile

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Joseph has the ability to combine analytics with creativity in a way that adds tremendous value. On the analytics side, he is a master at the key capabilities of pricing, distribution management, portfolio management and others. On the creative side, he has the ability to take vast amounts of information, distil it into meaningful areas, and generate new thoughts, ideas and concepts. With his expansive wine knowledge, he can look at a category and quickly analyze and determine where the white space lies, and how to best attack it. With established brands, he can anticipate changes in dynamics and course correct as needed. What is truly unique about Joseph is his ability to combine left-brain and right-brain approaches as necessary to unlock possibilities.

Joe Cannavo
Innovation Director, Diageo

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