Provost promoted at Vincor

John Rimmer

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Roger Provost takes on the global marketing reins for the Canadian winemaker

Roger Provost, executive vice-president of Canadian wine supplier Vincor, has been named the company's chief marketing officer. Retaining his previous role as executive vice-president, Provost will also steer the global development of Vincor's core brands, which include Inniskillin icewine. He will continue to be responsible for global duty-free and Vincor's New Markets Division, including Asia.

Provost told RavenFox.com he was looking forward to developing Vincor's growing range of New World wines. "More than half our business is now outside Canada thanks to acquisitions in Australia, California, the UK and South Africa," he said. "All the brands have strong franchises in their home markets but are yet to develop their full potential in export markets, and that's where I come in. Travel-retail played a critical role in building Inniskillin's presence internationally, and Vincor has instructed me to do the same with our other brands."

The portfolio of Vincor brands includes Australia's Amberley Estate and Goundrey Wines, Kim Crawford Wines from New Zealand plus Canadian wineries Jackson-Triggs and Sumac Ridge. "Consumers want to discover wines from around the world and we want to work with duty-free operators to expand space for wine," said Provost. "Icewine has acted as the locomotive for the Inniskillin range of table wines. Now we have a wider portfolio I can see the value of travel-retail as a vehicle to create global brands."

Vincor is to continue its partnership with Imagination Unlimited International in duty-free, where the distributor operates sales and marketing for the winemaker, notably on Inniskillin icewine.