Q&A With Ekaterina Kolesnik

Ekaterina is a senior marketer with experience in the drinks industry in mature and emerging markets. Having started her marketing career in 2006 at IMS Marketing in Moscow, she now manages Courvoisier, UK’s largest cognac brand and Mixables (Sourz, Midori) for Maxxium UK. During her time in Russia, Ekaterina led several beer brands: Sol, Bavaria, Warsteiner and spirits brands: Brugal rum, Highland Park, The Famous Grouse whisky. She was responsible for growing The Famous Grouse from No.6 to become the 4th largest standard scotch brand in Russia, despite “dark market” restrictions.

Ekaterina is passionate about the drinks industry and inspires those around her to explore this vibrant industry. 

What’s your background?

I am originally from Moscow, but I grew up in Canada. I started my career in Moscow in the beer industry working on Sol, Bavaria, Warsteiner brands. I then moved into spirits industry and led The Famous Grouse in Russia to become the 4th largest standard scotch despite “dark market” restrictions. 4 years ago, I moved to the UK with Maxxium UK to manage Courvoisier, UK’s largest Cognac brand.

What was the appeal in working with Maxxium?

Maxxium has an amazing portfolio of brands – from the leading malts portfolio including such gems as Macallan, Highland Park and Yamazaki, to No.1 Blended Whisky, The Famous Grouse and No.1 Cognac in the UK. All the brands have fascinating stories behind them. As marketers that makes our job exciting and easier.

What’s on your work agenda this week?

This week has been different from others as due to the snow, we have been asked to work from home. The focus has been on finalising channel plans for the year, preparing for a major on-trade tender and working on some exciting NPD plans for Courvoisier.

What projects are you working on at the moment?

We have an ongoing bartender advocacy programme where we engage with key bartenders across the globe. It’s a rewarding project as you get to see bartenders engaging with the brand and using their creativity to deliver exceptional consumer experience. Last year, the global winner of the competition was Jonathan Arthur from Bramble, Edinburgh which made us all very proud. This year, we are excited to be partnering up with The Artesian, a legendary bar in London to host the UK final.

What’s been your team's biggest achievement with the company so far?

At the beginning of last year, we set ourselves a goal of turning around Courvoisier VSOP (higher expression of Courvoisier) performance in the On-trade (bars, restaurants) channel. We launched Café Courvoisier campaign across On-trade, Off-trade and ATL. Courvoisier VSOP is now the fastest growing VSOP (21% vs. 1.5% category decline) in On-trade and off-trade (9.3% vs. 4.8% category growth).

If you could look back at your career and remake one of your biggest decisions, what would it be?

I moved to Russia when I finished university in Canada. Perhaps, I should have worked couple of years in Canada as the consumers are quite different to that of Europe. 

Ekaterina is speaking at Inspiring Briefs on March 14. Tickets available here