Jefferson Kohler, Marketing Lead at Branca USA, oversees the development and implementation of marketing strategies for an ultra-premium portfolio of Italian spirits and vermouths including iconic brands Fernet-Branca and Antica Formula. He is currently managing the execution and launch of a new national campaign for Antica Formula, showcasing the Antica Formula’s origins as the first commercially sold vermouth and the brand that created the vermouth category we know today. Prior to Branca USA, Jefferson worked at Diageo on brand teams for Baileys, Johnnie Walker, and Crown Royal. In his time at Diageo, he ran various digital and experiential initiatives, including creating one of the first Alexa skills for a spirits company and creating a mass sampling program for Johnnie Walker. While on Crown Royal, he led the strategy and launch of Crown Royal Peach, one of the top Innovation brands in Nielsen in 2019, helping Crown Royal become the most valuable spirits brand in North America. He also led PR activities focused on amplifying the Crown Royal brand purpose in culture, including a first-ever spirits integration in a major television awards show, the CMAs. Jefferson began his career in the hospitality industry most notably at Michelin starred restaurants per se, Dovetail, and Lincoln, in capacities ranging from Chef De Partie, Sommelier, and Dining Room Manager.
He received his MBA from the University of Chicago Booth School of Business and his undergrad from the Cornell University School of Hospitality.