Mandate:

Restore momentum to an aging brand in a shrinking brandy category.

Actions:

• Rebuilt the portfolio ladder with clear tiers: VS,     VSOP, and the addition of XO to drive premium trade-up tied to smoothness  and price
• Transitioned VS and VSOP into 200ml and 375ml flasks to     improve accessibility and velocity
• Partnered with culturally relevant properties to     modernize brand perception
• Expanded usage occasions beyond traditional consumption     moments

Results:

• Grew 7 of the next 8 years despite category decline
• Improved premium mix and margin structure
• Earned multiple IMPACT Databank awards
• Established as a Blue Chip spirits brand

Impact:

Shifted E&J from defensive management to sustained growth by aligning portfolio architecture, packaging, and cultural relevance with evolving consumer demand.