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Roy Danis States Wine Industry Is Becoming More Marketing-Oriented Business

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Total Case Duration :

  • Date Added : 9/20/2006
  • Clip Duration : 3 min. 34 sec.

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Roy Danis

  • EVP - Sales and Marketing, W.J. Deutsch and Sons
  • male
  • Caucasian
  • 1956 (Age: 64 years old)
  • Roy Danis - Panel - W.J. Deutsch
  • Video 1 of 7 in this Case
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Biography

Roy Danis is a veteran of 27 years in the Beverage business. He started his career with The Seagram Company in Dec. 1978 and spent 14 years there rising in the ranks through various sales & marketing positions. He worked on many of the company's key brands including Senior Brand Manager - Crown Royal, the company's number one profit contributor. In 1993, Seagram promoted Roy to the position of Director of Sales & Marketing for their Tropicana Co., a wholly owned subsidiary of Seagram. In 1995 Roy was recruited by Diageo, to be their Vice President of Sales, Eastern Division. In 1997 he was recruited by Pernod Ricard to become the Vice President of Sales & Marketing for their U.S. import company, responsible for such brands as Jameson Irish Whiskey and Jacobs Creek Wines from Australia.

In 1998, Roy left Pernod Ricard to start his own wine import company, focusing exclusively on Australian Wines. He did this for 3 years before being contacted by W.J. Deutsch & Sons, Ltd. to head up sales and marketing for this family wine importer, based in White Plains, NY. He was hired as their Senior Vice President of Sales & Marketing, in October 2001. The Deutsch Co. was selling just over 1 million cases of wine products in the U.S. at that time. In this capacity, Roy was directly responsible for the strategic direction of the entire company's portfolio. Roy was intimately involved with and oversaw the historic launch of the Yellow Tail brand in the U.S., clearly one of the most successful wine brands ever to appear on the U.S. market. Today the W. J. Deutsch Co sells approximately 9.5 million cases of wine in the U.S. In January 2005, Roy was promoted to Executive Vice President, Sales & Marketing

Roy Danis holds a Bachelor of Science from Cornell University and a Masters of Business Administration in Marketing from Boston College.

I think your observation is a correct one and it's right on. You're right. The wine business has become much more of a marketing initiated business. It's ... but just let me qualify that with one comment. You know the Yellowtail for marketing started the aggressive Yellowtail campaign where the ...(Full transcript available to logged in subscribers.).

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Roy Danis videos

Video 1 of 7 Roy Danis States Yellowtail's Goal Was To Demystify Wine and Introduce Wine To New Customers
  • Roy Danis - Panel - W.J. Deutsch
  • 9/20/2006
  • Roy Danis
  • 2 min. 37 sec.
Video 2 of 7 Roy Danis Discusses Challenges of Three-Tier Beverage Alcohol Industry
  • Roy Danis - Panel - W.J. Deutsch
  • 9/20/2006
  • Roy Danis
  • 2 min. 41 sec.
Video 3 of 7 Roy Danis States Internet Growth and Consumer Interest Are Starting To Put Pressure on Existing Regulations In Beverage Alcohol Industry
  • Roy Danis - Panel - W.J. Deutsch
  • 9/20/2006
  • Roy Danis
  • 2 min. 13 sec.
Video 4 of 7 Roy Danis States Internet Increases Company Ability To Interact With Consumer
  • Roy Danis - Panel - W.J. Deutsch
  • 9/20/2006
  • Roy Danis
  • 1 min. 33 sec.
Video 5 of 7 Roy Danis Discusses Failed Product Introductions
  • Roy Danis - Panel - W.J. Deutsch
  • 9/20/2006
  • Roy Danis
  • 3 min. 57 sec.
Video 6 of 7 Roy Danis States Wine Industry Is Becoming More Marketing-Oriented Business
  • Roy Danis - Panel - W.J. Deutsch
  • 9/20/2006
  • Roy Danis
  • 3 min. 34 sec.
Video 7 of 7 Roy Danis States Largest Share of Marketing Costs Are Incurred By The Supplier
  • Roy Danis - Panel - W.J. Deutsch
  • 9/20/2006
  • Roy Danis
  • 1 min. 13 sec.