19 Crimes – Brand Creation & Launch
Created and led the development of 19 Crimes, a disruptive wine brand designed to reinvigorate the Australian wine category and attract new-to-wine consumers in Canada. Built on bold, authentic storytelling and historical intrigue, the grassroots launch was driven by earned media, and word of mouth. The brand's unique positioning and unconventional approach sparked cultural relevance and consumer loyalty—laying the foundation for what is now one of the most beloved global wine brands.
Palm Bay Spritz – Brand Creation & Launch
Created and launched the Palm Bay Spritz line of coolers, a disruptive innovation in the Canadian cooler category that redefined value, taste, and convenience. Positioned as a refreshing 5% ABV alternative to higher-alcohol coolers, Palm Bay debuted in 6-pack cans to align with evolving consumer preferences. A national tasting campaign ahead of summer 2009 focused on the brand's superior flavour and sessionability, driving mass trial and word-of-mouth. The result: Palm Bay overtook Smirnoff ICE to become Canada's #1 cooler brand.
Molson Canadian Cider – Category Expansion Launch
Recruited to lead Molson Coors' expansion into non-beer products, I played a pivotal role in the successful launch of Molson Canadian Cider. Leveraging my extensive experience in the cider category, I guided the liquid development process alongside the brewing team and worked closely with the brand team to craft a visual identity that stayed true to the Molson Canadian heritage while establishing a distinct and innovative position in the cider category. This marked Molson's first foray into cider and helped them successfully enter a new, growing market segment.
Stanley Park Brewing – Brand Development & Trademark Establishment
Led the creation of Stanley Park Brewing as the flagship brand for Turning Point Brewery in Vancouver. Spearheaded historical research through Vancouver archives to uncover a 19th-century brewery once located near Stanley Park, providing the basis for a compelling and authentic brand narrative. Successfully secured the Stanley Park Brewing trademark, leveraging the name's iconic local relevance. The brand's strong identity contributed to its long-term success and eventual acquisition by AB InBev.
Molson 1908 Pale Ale – Heritage Innovation Launch
As Innovation Lead with the brewing team at Molson Coors, conceived and led the development of Molson 1908 Pale Ale, a limited-release beer brewed from an original 1908 recipe uncovered in the Molson Montreal Brewery archives. Collaborated with the head brewmaster to test and brew the recipe verbatim in the pilot brewery, resulting in a truly distinctive product that celebrated Molson's 230 years of brewing in Canada. This special edition was launched in select Canadian markets as part of a broader initiative to reinforce Molson's legacy as one of North America's most historic breweries.
La Marca Prosecco – Campaign Leadership & Cross-Functional Collaboration
Led the Gallo Canada brand team and agency partners in the development of a high-impact influencer marketing campaign for La Marca Prosecco, designed to engage Millennial and Gen Z female consumers. Oversaw the strategic briefing process, guided creative development, and ensured alignment across internal and external stakeholders. The campaign featured mega-influencer Jillian Harris and successfully elevated brand awareness and relevance, contributing to La Marca's rise as the #1 sparkling wine brand in Canada.
Barefoot Wine & Bubbly – "Any Day of the Week" Campaign
Led brand and agency teams in developing the "Any Day of the Week, Barefoot With Us" campaign, aimed at cementing Barefoot as the go-to wine for everyday, mid-week occasions. Grounded in strong consumer and occasion-based insights, this integrated, through-the-line campaign drove relevance and frequency across key channels. The initiative successfully reignited growth for Barefoot in Canada, following five consecutive years of decline.
Molson Canadian – Heritage Packaging Relaunch
Collaborated with the Molson Canadian brand team in 2015 to develop a nostalgia-driven packaging update aimed at re-engaging lapsed and new consumers. The initiative centred on reintroducing the brand's iconic heritage design across all packaging formats, sparking emotional connection and national pride. The refreshed look generated significant buzz, driving earned PR, social media engagement, and renewed momentum for the Molson Canadian brand.