2007 EM Dream Team: Lorena Mendez - Event Marketer

2007 EM Dream Team: Lorena Mendez

Lorena Mendez

Dream Team title: Brand Manager
Current position: Senior Brand Manager Chivas Regal
Why we want her:
Mendez is tapped into the young luxury market a demo that upscale heritage brand Chivas Regal owned by French beverage giant Pernod Ricard needs to reach in order to grow beyond its core consumer base of males 25-50 with a taste for this most regal of whiskeys. She’s also dialing up the brand’s appeal among trendy affluent young Asians and Hispanics.

A 12-year veteran of the spirits business who has been with Pernod Ricard for the past three Mendez brings sales and marketing expertise to her role at Chivas Regal. She joined Pernod as a field manager on the West Coast leveraging national programs and identifying local opportunities. Mendez got her start in the industry doing on-premise events and marketing for Anheuser-Busch then managed the Mexican beer portfolio for Labatt USA. She crossed over to the agency side at Publicis Dialog working on the Kerns Nectar juice brand before returning to Pernod where her team develops strategy and opportunities for the brand and formulates media and marketing plans.

“I’ve done the nitty gritty ” she says. “I’ve worked myself from the entry level of doing events and putting up banners selling in product to my accounts and executing promotions in tough neighborhoods and then evolving to managing teams to being a part of marketing groups. I’ve worked a lot of angles.”

Along the way she has come to value events such as Chivas Studio now in its second year which offers custom tasting experiences for 200-400 people in key cities around the country. “We’ve had a marketing campaign ‘The Chivas Life ’ which is about living life to the fullest but no one got to experience it ” she says. “Chivas Studio has allowed us to bring Chivas Life to the people.” Mendez also handled the search for two Chivas Life ambassadors who earlier this year traveled to Budapest Chile Egypt India Istanbul and other exotic locales and will represent the brand at Studio events.

As the Chivas Regal portfolio of Scotches expands so will the events to promote each one. This fall the Chivas 18 Indulgence Tasting which paired the velvety blend with chocolate kicked off in New York City and will go to more markets. And for Chivas’ newly launched 25-year-old limited-edition Scotch plans include celebrity events with luxe touches such as symphony performances and jewelers creating custom pieces while guests sip the $299-a-bottle blend. “Our goal is to do things with a Chivas Regal approach ” Mendez says.

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