The California Wine Institute announced yesterday the appointment of Danielle Giroux as its new Director of California Wines Canada, responsible for marketing and promotion in the largest single-country market for California wines. Giroux brings 15 years of wine industry sales and marketing experience to the role, including marketing and communications strategy, brand development and event management. She recently served as Vice President, Marketing at Colio Estate.
“This is an exciting time for California wines. We are well-positioned to grow and prosper to the benefit of our member wineries, our trade partners and wine lovers around the world who are fans of California wines,” said Honore Comfort, Vice President of International Marketing for Wine Institute. “Danielle’s experience and knowledge of the Canadian market will bring momentum to plans to grow sales and market share over the next several years.”
“I am honoured to have the opportunity to lead the California wines team in Canada,” said Giroux. “Wine Institute has built a solid foundation for California wines in Canada over the past few decades and I’m excited to be part of the next chapter.”
Giroux replaces Rick Slomka who will be retiring in June after more than 26 years representing the wines of the Golden State. Giroux will be starting her new role at the beginning of January 2020.
According to the wine association, Canadian sales of US wine, 95% of which hail from California, totalled around 6m cases last year, amounting to a retail value of more than US$1bn.