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W.J. Deutsch & Sons Names Renato Reyes as new Chief Marketing Officer


Date: 11/02/10

W.J. Deutsch & Sons, Ltd. (Deutsch) a leading importer and marketer of 25 award-winning wines and spirits from around the world including [yellow tail], Georges Duboeuf, and Luksusowa Vodka, announced the appointment of Renato Reyes as the new CMO, reporting to President Tom Steffanci. Reyes, the former chief marketer of Mark Anthony Brands Inc., will be responsible for the planning, development, and implementation of all strategic and tactical marketing and public relations activities, and for the management and development of the Deutsch marketing team.

“Throughout his career, Renato has been successful in identifying unique insights and creating from those insights brand strategies and breakthrough advertising”, said Steffanci. “Reyes possesses that rare mix of outstanding strategic marketing expertise balanced with a keen understanding of the importance of basic in-market tools and tactics. I am confident that with Renato at the helm we will accelerate the growth we are already experiencing on our entire portfolio of brands including [yellow tail]. [yellow tail] has already established itself as a brand phenomenon that has introduced more Americans to wine than any other modern day wine brand. With Renato’s help, we hope to usher [yellow tail] into a new phase of growth, reaching many more consumers than ever before.”

Reyes, a classically trained brand marketing veteran, will be tasked with creating highly-impactful marketing campaigns that will speak to the rapidly changing US wine consumers of today. Successfully managing over 50 brands throughout his career, Reyes’ track record demonstrates his expertise in building brands. Most recently, at Mark Anthony Brands Inc. (including Mike’s Hard Lemonade), he was directly responsible for the “Lemonade for Grown-ups” integrated multimedia campaign that catapulted the brand to double-digit growth. Prior to his role with Mark Anthony, Reyes spent eight years with E&J Gallo Winery in a series of senior marketing positions, rising to Sr. Director/Head of Marketing of Gallo’s largest business unit, where he managed the sales and marketing team and a vast portfolio of brands across Table Wines, Sparkling Wines, Progressive Adult Beverages, and Spirits, including one of the most successful spirit launches in the history of the industry. Reyes’ marketing career and in-depth knowledge of promoting consumer products began at Procter & Gamble managing Head & Shoulders, Pantene, Olay and other leading hair and skin-care products.

“I am extremely excited to join this amazing team of professionals and apply my brand marketing experience to create campaigns that place Deutsch’s dynamic portfolio of brands firmly on the map of today’s consumers,” stated Reyes. “I have always had great respect for the company that Bill and Peter Deutsch built, and I share their philosophy of offering consumers excellent quality wines and spirits at a value. I am thrilled with the opportunity to become a part of the executive team and to contribute to the company’s long term growth by turning their brands into household names.”

About W.J. Deutsch: W.J. Deutsch & Sons, Ltd. was founded in 1981 by Chairman Bill Deutsch to market quality wines produced by prestigious families from major wine regions of the world. In 2009 Deutsch announced the expansion of the award-winning company to include a separate Spirits Division, W.J. Deutsch Spirits LLC. Deutsch’s wines and spirits are sold to the trade with well-planned marketing support and are offered to U.S. consumers at fair market prices. Today the company is renowned for its brand building prowess and its ability to meet the needs of the modern consumer. Bill’s son Peter Deutsch is CEO; thus two generations of the Deutsch family work side by side in their continuous quest to build strong brands and relationships throughout the wine and spirit industry.

The W.J. Deutsch & Sons portfolio includes award-winning wines from Australia: [yellow tail], [yellow tail] Reserve, [yellow tail] Bubbles; California: Esser Vineyards, Kunde Estate; France: Andre Lurton, Georges Duboeuf, Hob Nob Vineyards, Patch Block, Pierre Sparr, Sauvion et Fils, Vidal Fleury; Italy: Barone Fini, Castello di Monastero, Coldisole, Poggio alle Sughere, Lionello Marchesi, Villa Pozzi; New Zealand: The Crossings; Portugal: Quinta Do Vale Meao; Spain: Mar De Frades (Rias Baixas), Cruz de Alba (Ribera del Duero), Ramón Bilbao Vinos Y Vinedos (Rioja), and Volteo (Castilla); Chile: Llai Llai; Argentina: Ruta 22, and award-winning spirits from Landy Cognac (France), Luksusowa Vodka (Poland), The Original Moonshine (USA) and Villa Massa (Italy). www.wjdeutsch.com

CONTACT: Barbara Scalera, PR Director, W. J. Deutsch & Sons, 914-251-3294 barbara.scalera@wjdeutsch.com

Job Function: Sales/Marketing

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