• by Danielle Oster , August 29, 2023

Vintage Wine Estates has named industry veteran Tracey Mason as the company’s new marketing lead.

In the role, Mason will be responsible for leading the company’s overall marketing functions, as well as wholesale, international and digitally native brands and innovation, while working closely with sales, operations and finance teams.

The move follows Jessica Kogan's transition from chief marketing and digital officer to chief growth and experience officer last year. Kogan recently departed from the company to pursue other projects, a representative for Vintage Wine Estates explained -- adding that Kogan continues to work with the company as a consultant on the Cameron Hughes Wine brand.

The appointment comes as the company pursues a business and leadership realignment strategy, and follows the news last month that Vintage Wine Estates hired its new CEO, Seth Kaufman, away from Moët Hennessy.

“Marketing is about experiences and connecting with the customer," Mason told Marketing Daily, adding that she would work with Kaufman when he comes onboard "to further refine our growth strategy.” Finally, "we’re already implementing some innovative, fresh new concepts and campaigns for our priority brands which we plan to launch after the new year.”

Mason will report directly to the CEO. She had worked with Vintage Wine Estates’ marketing and executive teams as a marketing and innovation consultant for years, and officially joined the company as a senior executive responsible for innovation last year -- as well as leading integration, marketing, and innovation, for ACE Cider, following the company’s acquisition of the brand in late 2021

A 25-year veteran of the wine, spirits, and cannabis industries, Mason has held senior leadership roles for companies including CannaCraft, Clos du Val Winery, Epic Wines, Goelet Wine Estates, Purple Wine and Spirits, and Treasury Wine Estates. In late 2018 she founded House of Saka, an alcohol-free, cannabis-infused wine company.