Marco Destefanis Email and Phone Number

A privately owned American Company that markets premium Japanese sake primarily in the USA• Initially conceived Hiro Sake in 2010 and later joined the company and its other co-founders to turn it from an idea to a business reality.• Obtained trademarks for the US, EU, Russia, Australia and Japan• Led design agencies in London and NYC in the creation of an innovative packaging. • Led the search for the manufacturing partner in Japan and developed the brand’s formula.• Led the brand creation and route to market strategy.• Launched Hiro sake in the US market initially in NY and NJ gradually extending to 25 states.• Secured distribution in all states with a mix of prominent distributors including Breakthru, SGWS, Johnson Brothers, RNDC and leading local distributors.• Hired and trained an in-house sales team of 11 people mostly focused on the key markets of NY, NJ, FL, CA, TX, NV, HI.• Managed multimillion dollar budget across ATL, BTL, trade promotions and social media• Conceived, secured funding, engineered and launched the first and only Saketini ready-to-drink in the USA: Hiro Saketini• Led the listing of Hiro sake and saketini in key off premise chains including Whole Foods Market, Total Wines & More, BevMo, Ralph’s, Safeway, Spec’s and regional chains. • Developed Hiro in the mainstream on premise promoting it as “better for me” alternative cocktail choice with Hiro Saketini, Tokyo Mule and Hiro Sunrise.• Promoted Hiro Gold in exclusive restaurants and bars as an alternative to high-end cham-pagne brands for celebrations occasions or as food pairing.

• Increased the brand’s market share from 1.8% to 6% making Russian Standard the No. 2 Premium vodka in the highly competitive UK vodka market.• Worked closely with key off premise chains such as Tesco, Sainsbury’s, Asda, Morrison, Waitrose to increase the brand sales and distribution. • Worked closely with key wholesalers and on premise chains such as Matthew Clark, JD Wetherspoon to increase sales and visibility.• Led the creation of a new ATL Campaign “Vodka as it should be” broadcasted on all major TV channels including cable, satellite, outdoor and magnified with social media.• Changed route to market in the UK from partnering with a distributor to direct. • Launched Russian Standard Gold strategically targeting ultra-premium spirits drinkers.

2001-2003 Directed business in Europe ($15MM USD turnover, $60MM USD retail value)2003- 2005 Promoted to direct business in Europe, Africa and Middle East ($20MM USD turnover, $80MM USD retail value)2005-2009 Promoted to direct business in Europe, Africa, Middle East, Asia and Australia ($35MM USD turnover, $150MM USD retail value)Over the period 2001-2009, increased business unit of the Jose Cuervo trademark’s market share by 8%, volume by 85 %, net sales revenue by 100 %, profitability by 160 %.• Over the period 2001-2009, increased the Cuervo’s market share by 8%, volume by 85 %, net sales revenue by 100 %, profitability by 160 % contributing making Cuervo the 5th largest spirit brand in the world. • Partnered with Diageo in most key markets including UK, Spain, Italy, Greece, South Africa, Germany, Nordics and Russia.• Introduced the brand to Eastern Europe, Middle East/Gulf, Russia, Africa and India. Agreed on performance standards and negotiated 5-year distribution contracts with all distributors. • Set up a new and diverse network of 15+ partners in Europe to distribute and service niche brands of luxury tequila, liquors, vodka, rum owned by the Jose Cuervo Company. • Implemented local executions of the global advertising campaign “Vive Cuervo” through ATL, BTL, PR and digital in over 20 international markets maintaining high level of con-sistency with the global brand positioning while being relevant and effective to consumers in the local markets.• Worked with local on premise promotional agencies in more than 20 international markets executing the global on premise “Cuervo Nation” campaign.• Launched Jose Cuervo Black in Europe, Japan and Australia to strategically support consumers retention. • Launched Authentic Cuervo Margaritas RTD in Europe to strategically recruit new consumers from beer and low alcoholic drink categories.• Launched Cuervo White in Europe, South Africa, Japan and Australia to lead the white tequila consumer trend.

1996-1997 Brand Manager1997-2000 Senior Brand ManagerWorked with the Johnny Walker, Smirnoff and J&B Diageo Global Marketing Teams and JWT in defining global positioning and communication campaignsAchieved the highest ever share of market (43 %) for brandy Vecchia Romagna, the largest spirit in Italy.Increased Smirnoff market share by 5 percentage points Increased J&B market share by 2 percentage points