Voli Aims to Expedite Growth with a Brand Makeover

Last summer, we reported that Voli Vodka had brought on industry veterans Jorge Gutierrez and Lee Strader to handle the brand as ceo and evp,national sales director [see WSD 07-24-2013]. Together, they have decades of experience at Bacardi, Whyte & Mackay and Pernod Ricard USA, and began a company called Liquid Assets Group (LAG), which specializes in brand turnaround and brand building. Having stayed largely off the radar since their appointments, WSD has learned that the Voli management team is