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Legends Behind the Craft

Jun 16, 2022

John McDonnell is the former International President and COO of Patrón, where he was responsible for growing its revenue from 75 million to 600 million dollars. He is a worldwide motivational speaker, helping individuals and organizations achieve success in today’s global economy, build strong international brands, and leverage the power of teamwork. He served as the Chairman of the Distilled Spirits Council of the United States (DISCUS) and is now a Chairman of the Massachusetts Convention Center Authority. 

In this episode with John McDonnell

When it comes to the spirits industry, consumer demands are rapidly advancing. With new generations shifting towards distilled liquor, brands must take measures to ensure they’re producing quality products that meet those demands. So, how can your brand market to the young consumer while maintaining a lasting legacy? 

John McDonnell suggests conducting in-depth consumer research through focus groups. These groups give customers the opportunity to sample products and provide feedback, allowing your brand to make profitable adjustments. And by steering clear of third-party distributors, you can sell your products directly to consumers for a more personable experience.

In today’s episode of Legends Behind the Craft, Drew Thomas Hendricks and Bianca Harmon sit down with John McDonnell to discuss expanding your liquor brand. John shares his advice for building an international brand, how liquor brands can adapt to dynamic consumer demands, and tips for creating a lasting legacy.