Greg Cohen is a senior advisor in the spirits industry, working with brands to help promote and accelerate their growth. He is an accomplished team leader with proven strategic hands-on expertise in brand marketing, including PR/communications and brand education. For more than two decades, he has created and directed successful integrated marketing campaigns to help companies large and small communicate and reinforce their brand story and values.
For 12 years, Greg was part of a small team at The Patrón Spirits Company that created and drove the industry-leading marketing that led to Patrón’s growth, one of the most successful brands in the spirits industry (valued at more than $5 billion when it sold to Bacardi). As Vice President ofCorporate Communications on the Patrón marketing team, Greg directed brand communication and consumer response for the company’s portfolio of luxury tequilas, vodka, rum and liqueurs. Of particular focus during his tenure at the company, Greg established the company’s first brand education strategy and curriculum and built a team of highly talented people to lead global mixology and consumer/trade education.
Greg has managed to keep his bar well stocked throughout his career. His first role in the beverage alcohol industry was in 1995 with ABSOLUT Vodka. From there, he worked with Heineken, Gallo wines, and several brands in the former Allied Domecq Spirits portfolio (including Sauza, Kahlua, Canadian Club, Stoli, and others.)
Greg also served for 10 years on the Public AffairsCommittee at the Washington-based Distilled Spirits Council of the UnitedStates, and he holds a Bachelor of Journalism degree from the University ofTexas at Austin. He and his family reside in Dallas.