Patrick Kozel Email & Phone Number

Partner with wineries of all sizes to develop and refine portfolio and brand strategy, develop and launch new brands, and streamline internal processes

Led custom food and beverage quantitative research projects, incorporating client input to identify their true business needs, while designing and executing the appropriate approach and methodology to achieve their goals• Conducted end to end research from scoping and design to analysis, reporting and strategic implications• Created new category and consumer frameworks to streamline and facilitate strategic and marketing efforts• Specialized in crafting memorable and compelling… Show more Led custom food and beverage quantitative research projects, incorporating client input to identify their true business needs, while designing and executing the appropriate approach and methodology to achieve their goals• Conducted end to end research from scoping and design to analysis, reporting and strategic implications• Created new category and consumer frameworks to streamline and facilitate strategic and marketing efforts• Specialized in crafting memorable and compelling narratives around unique proprietary challenges• Collaborated with clients to create and plan enterprise wide learning agendas across a variety of topics Show less

Managed a team of seven, responsible for consumer insights, innovation brands such as Intrinsic, Tenet, Borne of Fire, MERF and Prayers of Sinners & Saints, and the creation and launch of new brands such as Liquid Light, Fruit & Flower, Altered Dimension and Cosmic Egg• Created and built the ēlicit Wine Project, a consumer centric innovation hub responsible for nearly 100% of the company’s growth in 2019• P&L responsibility for over $20M in annual revenue and a $9M brand and research… Show more Managed a team of seven, responsible for consumer insights, innovation brands such as Intrinsic, Tenet, Borne of Fire, MERF and Prayers of Sinners & Saints, and the creation and launch of new brands such as Liquid Light, Fruit & Flower, Altered Dimension and Cosmic Egg• Created and built the ēlicit Wine Project, a consumer centric innovation hub responsible for nearly 100% of the company’s growth in 2019• P&L responsibility for over $20M in annual revenue and a $9M brand and research budget• Responsible for brand strategy, planning and execution across ten brands and four new brand launches• Managed outside creative agencies through the development of over ten new brands and packages• Collaborated with Viticulture and Winemaking teams to define wine style and craft a meaningful brand story• Developed new to category method for measuring and evaluating innovation• Identified new growth opportunities through a robust consumer, positioning, and product gap analysis• Integrated core brand teams into the innovation process, thus aiding their innovation efforts in order to leverage brand equity, increase relevancy and attract new consumers Show less

Woodinville, Wa

Directed all consumer research, including focus groups, ethnographic studies, in-depth interviews, consumer segmentation studies, annual U&A tracker, custom studies, trend walks and a portfolio architecture study• Functioned as thought leader and “voice of the consumer,” consulting with departments across the organization• Partnered with departments across the organization to understand their business challenges, and translate those challenges into meaningful research studies that would… Show more Directed all consumer research, including focus groups, ethnographic studies, in-depth interviews, consumer segmentation studies, annual U&A tracker, custom studies, trend walks and a portfolio architecture study• Functioned as thought leader and “voice of the consumer,” consulting with departments across the organization• Partnered with departments across the organization to understand their business challenges, and translate those challenges into meaningful research studies that would drive their strategic initiatives• Managed all external research agencies and end to end research including large, mixed-method studies• Extensive use of sociocultural trend based research platforms such as Iconoculture and Stylus.• Led brand positioning and strategic planning efforts across the portfolio• Developed an enterprise changing portfolio architecture study, the foundation for all strategic discussions• Led all innovation efforts including developing Intrinsic, Borne of Fire, Tenet, MERF, and Flatbed Cider Co.• Served on the industry wide Wine Market Council Research Committee Show less

Beam Wine Estates Spin-off

Beam Wine Estates. Formerly Allied Domecq Wines. Acquired by Constellation Brands.

Acquired by Beam Wine Estates

Ba, Anthropology

Deans List Academic All-American - Track & Field

Ma, Anthropology