AUCKLAND, Today: NZ wine company Invivo & Co has plundered one of the country’s top PR shops to enlist Rachael Everitt for its newly created role of international marketing manager.
British expat Everitt previously worked at Auckland-based integrated agency Pead where she developed creative strategies for consumer brands and headed up the agency’s drinks portfolio.
In her new role she will be working with local agencies and global distributors to grow the Invivo and Graham Norton wine and spirits brands and the newly launched Invivo X, Sarah Jessica Parker wine brand.
Invivo & Co, NZ’s first and only equity crowded funded wine company, grew by more than 40% in 2019 and co-founder Tim Lightbourne says the appointment will be instrumental in fuelling further growth:
“We worked with Rachael during her time at Pead so we knew she would be able to make a significant contribution to our business as we continue to grow internationally.
“Rachael has a unique background having worked at London-based creative agencies on news generation coupled with a breadth of international drinks industry experience working with the likes of Sainsbury’s, Gonzalez Byass and NZ Lighter wines.
“Key for us, is a creative and bold approach to marketing, which we are known for around the world, and it’s Rachael’s ingenuity and enthusiasm that we’re excited about.”
In her first three months at Invivo Everitt will be focused on the launch of the new Invivo X SJP Rosé wine into New Zealand, Ireland, the UK and the USA, but there’s more in the pipeline.
“It’s Rachael’s ingenuity and enthusiasm that we’re excited about.”
“Invivo has had phenomenal growth over the past few years and there is a huge opportunity for us that lies ahead. To be part of a world-class team that is changing the way the wine industry connects with consumers is very exciting,” she said.
“In the coming months we will be evolving our international digital strategy. This includes entertaining our customers with the world’s first ever virtual wine blending sessions with our partners, Graham Norton and Sarah Jessica Parker.
“It’s a great team to be part of and there is a lot of fun to be had along the way.”
As Invivo’s home market, New Zealand is also a key priority for Everitt who will be working with NZ’s largest alcohol beverage company Lion and independent drinks distributor EuroVintage to support grocery, bars and restaurants.
Developing regional marketing initiatives as the hospitality industry starts to recover from Covid-19 will be an important focus.
Invivo was founded in 2008 by school friends Tim Lightbourne and winemaker Rob Cameron, who set out to make great wine without the elitist attitude the industry can be known for. 12 years later, the formula has been a success, with their wines receiving over 200 international wine show medals, distribution in 16 countries and sales of over 3,500,000 bottles. Two successful crowdfunding campaigns, making Invivo the largest crowdfunded beverage company in the Southern Hemisphere.
Invivo has also recently released a gin brand in partnership with Graham Norton.
Invivo has played a role in helping New Zealand become the 3rd largest importer of wine into the US (by value) behind France and Italy. USA is New Zealand’s largest export market for wine with US$422 million in sales – an impressive statistic considering that NZ produces less than 1% of all the world’s wine.
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