Johanson joined Giesen in July 2009 as Marketing Manager – Australia, as their first Australian based employee, with a role that focused on distributor and consumer marketing support.
Since that time he has been instrumental in assisting with brand building, consumer engagement and consumer communications in Australia.
As the new Brand and Hospitality Manager, Johanson has returned to his native New Zealand to be based out of Giesen’s recently opened cellar door in Blenheim. There he will support the Giesen mission of championing the best that the Marlborough region has to offer by hosting various local and international guests as well as overseeing consumer marketing and brand planning for the company’s key markets.
Prior to joining Giesen, Johanson was with Maxxium for 10 years in their travel retail division looking after iconic global beverage brands such as Piper-Heidsieck, Absolut, Remy Martin, and The Famous Grouse to name a few, for the Australia, New Zealand, and Pacific Island region.
Announcing the appointment, Kyle Skene, General Manager, said: “We are delighted to have someone with Roscoe’s consumer marketing experience and intimate understanding of the brand to be headquartered at our new cellar door home. Over the past couple of years he has become a key part of the Giesen business, helping us engage directly with the consumer and building a better brand experience.”
Over the past five years Giesen has experienced rapid growth, becoming one of New Zealand’s foremost producers of Marlborough sauvignon blanc and other varieties including; pinot gris, riesling, chardonnay and pinot noir. Over 95% of sales are exported to more than 20 countries including Australia (New Zealand’s 2nd largest export market) where Giesen Estate Marlborough Sauvignon Blanc is the 2nd largest selling sauvignon blanc (AC Nielsen).
Giesen remains firmly family owned and has come a long way since brothers Theo, Alex and Marcel first planted grapes in Canterbury 30 years ago – all of the vineyards, winery and cellar door are now located in Marlborough whilst the bottling operation, warehouse and support office are based in Christchurch.
There is strength of character and determination about the German-born Giesen brothers Theo, Alex and Marcel, who made the bold leap to make wine in New Zealand in 1981. Over the past 30 years, they have established over 700 acres of vineyards in Marlborough’
As is the New Zealand way, Giesen is certified in SWNZ (Sustainable Winegrowing New Zealand) practice but have taken it a step further with conversion to organic viticulture in established and new vineyards.
# # #
Dig Marketing Group is a strategic marketing & brand communications business specialising in the industries we know & love - premium drinks, specialty food producers, restaurateurs, leisure & hospitality groups & those that retail in these areas.