Gasolina Urban Blends
Gasolina Urban Blends are unique alcoholic cocktails sold in 200 ml. pouches. They have been manufactured by Pan American Properties and sold in Puerto Rico since 2007 and the company recently gained federal approval to sell in the U.S. market.
In less than nine months, I coordinated and organized the launch of Gasolina in the U.S. market, starting with Florida:
- Chose, recruited and trained Gasolina USA team of seven people including agency, brand ambassadors, lawyers, area managers and promotional companies
- Negotiated with and hired a top U.S. distributor, Premier Beverage, to handle Gasolina in Florida and possibly 15 more states
- Successfully launched product on January 17, 2011, and positive results are coming in from every angle
Welch’s products
Magna Trading Corp is the exclusive broker and brand/manufacturer representative for Puerto Rico, the Caribbean, South America and Central America. As Vice President of Sales and Marketing, I took control of sales and marketing initiatives across 35 countries and produced impressive bottom-line results:
- Grew business from 25 countries and 35 customers to 35 countries and 66 customers
- Drove sales increase of 200 percent from $15 million to $45 million in nine years
- Increased case volume sales 161 percent from 1.3 million to 3.4 million
- Doubled commission revenue from $498,000 to $1.014 million
- Boosted sales with successful new product launch, “Welchito Pouch,” that is now poised to become a 1 million case brand
Coors Brewing Company
As marketing manager for Puerto Rico and the U.S. Virgin Islands, I directed marketing programs worth $20 million and elevated a successful brand to a new level:
- Reversed an attitude of complacency with 46 percent market share and enabled the Coors Light Team to achieve unprecedented 53 percent SOM and 61 percent Brand Most Often (BMO) tracking measurements.
- Achieved 50 percent levels in TOM Awareness, Casual Consumption (CC), and BMO.