Monday, 11 June 2018 12:21

New marketing team for Canada

Written by 
Melissa Stunden (left) and Andrea Backstrom. Melissa Stunden (left) and Andrea Backstrom.

New Zealand Winegrowers has a new marketing team in Canada, with Andrea Backstrom and Melissa Stunden taking over from Robert Ketchin and Anik Gaumond of Ketchin Sales & Marketing.

The new team was announced in March, and NZW was quick to thank  Robert for his leadership, drive, energy and passion for NZ wine over the past 25 years.

 Along with the hard work and dedication of his colleague Anik Gaumond, NZ has seen unprecedented growth in the Canadian market, now selling over 1.3 million cases with a retail value of over Ca$200 million.

Andrea Backstrom and Melissa Stunden are partners at A+M Consulting & Communications Inc. based in Toronto.  

Andrea comes with experience in key regional and national sales and marketing positions for two leading national wine agencies.

She also brings strong relationships with suppliers, as well as management and buyers at retailers across Canada, and is currently a member of the Board of Directors for Drinks Ontario. 

Melissa is a certified sommelier at one of Canada’s largest food and beverage outlets, as well as having years of experience managing national accounts at a leading wine agency. Melissa is a past CAPS Board Director and brings strong relationships with key wine buyers and sommeliers across Canada.

Andrea and Melissa’s role with NZ wine in Canada will be focused on collaborating with wineries, distributors, media and customers to find efficient and creative ways to continue driving growth and awareness of this category across the country. 

One focus will be developing education, working with schools and educational bodies to teach the diversity and distinctiveness of NZ to the young sommelier communities and taking this education through to customers including liquor boards, national accounts and media. 

The team will also be reviewing new event opportunities that will capitalize on new consumers and bringing a younger demographic into the category, where they can also work on developing a significant social media footprint. 

NZ Sauvignon Blanc has been a great success in Canada; Andrea and Melissa  will be working to continue driving that growth while building more awareness on the diversity of sub-regions. 

In addition to this, they see a great opportunity to build other varietals in Canada, in particular Pinot Gris, Rosé, Pinot Noir, Syrah and Red blends and will be working closely with liquor boards and customers to find unique ways to increase the footprint of other varietals in each province. 

» Latest Print Issues Online

Popular Reads

Ten years of Méthode Marlborough

New Zealand wine enthusiasts have a deepening understanding and growing appreciation of sparkling wine, says Mel Skinner, Chair of Méthode Marlborough…