About us

We look for three things when we hire people. We look for intelligence, we look for initiative or energy, and we look for integrity. And if they don't have the latter, the first two will kill you.

Warren Buffett

Joseph R. Granados

Strategic Consultant, Brand Identity and Communications

My story as a food and wine marketer begins in a vineyard, not a business school.


At the age of twenty-two I put my new bachelor's degree in English Literature to good use by finding work as a vineyard worker in the Sierra Nevada Foothills of California. There I learned firsthand about terroir, the miracle of the wine grape, and the backbreaking effort that goes into making good wine.

Somehow, six years later, I found myself sporting a tuxedo and a silver Tas du Vin as sommelier at an upscale French restaurant in Chicago. This role taught me many lessons about consumers. I learned some loved to discover new and interesting wines, while others just wanted reassurance they were getting a decent value for their money. Above all, I came to understand that consumers see brands as a reflection of their own identity: their personal values, intelligence and good taste.

My professional career took its course—from distributor salesman to brand manager, from portfolio director to corporate executive to strategic consultant. You can find all the details below. But what still provides the foundation for my work today is the experience I gained decades ago. That great wine and food come from hard work and a passion for excellence. That different consumers have different needs and expectations. And that strong brands always tell interesting stories to an interested audience...not so different from the literature I studied at university.

Successful brand owners understand that effective branding is both a science and an art. Packaging is not a beauty contest. Creativity alone may win kudos from the designer community, but brands that sell through on the retail shelf are usually the result of a highly disciplined process. My own approach to branding draws from years of classical CPG marketing experience, plus a 360ª background in the wine and food sector; but my mission will always be generating measurable financial results that address the specific needs of each individual client.


Photo: Joseph Granados and Ana Zapater at 2017 Noche de Vino in Valencia, Spain

Professional Profile

Client History 


  • Fecovita Group | Mendoza, Argentina | VP Strategic Direction (2020 to present - contract) 

  • Bodegas Eguíluz | Rioja Alta, Spain


  • Cooperativa V. Sant Pere de Moixent | Moixent, Spain


  • Domaine Serene Winery| Dundee, Oregon / Château de La Crée | Santenay, France

  • Torii Mor Winery | Dundee, Oregon | VP Operations (2015 to 2016 - contract)


  • Celler Roure | Moixent, Spain


  • Pago de Los Balagueses / Bodegas Vegalfaro | Utiel-Requena, Spain

  • Pago Casa Gran | Moixent, Spain

  • Bodegas Copaboca | Rueda, Spain

  • Elizabeth Chambers Cellar / Silvan Ridge Winery | Eugene, Oregon | VP Sales & Marketing (2013 to 2015 - contract)

  • RoxyAnn Winery | Medford, Oregon

Management Responsibilities

  • Guarachi Wine Partners / TGIC Importers | VP Marketing (2012 to 2013) | Key Brands: Norton, Montes, Achaval-Ferrer, Santa Ema, Pascual Toso

  • Grupo Codorniu / Aveniu Brands | VP Marketing (2009 to 2011) | Key Brands: Artesa, Codorniu, Piccini, Voga, Amarula

  • Constellation Wines US / Icon Estates | Group Estate Director (2005 to 2009) | Key Brands: Ruffino, Kim Crawford, Estancia

  • Robert Mondavi | Marketing Director, Import Division (2000 to 2004) | Key Brands: Ornellaia, Frescobaldi, Luce, Seña, Errazuriz

  • Renaissance Vineyard & Winery | Sales & Marketing VP (1994 to 1999)

  • Paterno Imports / Terlato Wine Group | Brand Manager, Key Accounts Manager (1987 to 1994) | Key Brands: Chapoutier, Ruinart, F. Chauvenet


  • Park Hyatt Hotel, Chicago | Sommelier, Latour Restaurant (1983 to 1987)

  • Renaissance Vineyard | Associate Vineyard Manager (1977 to 1983)

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Joseph has the ability to combine analytics with creativity in a way that adds tremendous value. On the analytics side, he is a master at the key capabilities of pricing, distribution management, portfolio management and others. On the creative side, he has the ability to take vast amounts of information, distil it into meaningful areas, and generate new thoughts, ideas and concepts. With his expansive wine knowledge, he can look at a category and quickly analyze and determine where the white space lies, and how to best attack it. With established brands, he can anticipate changes in dynamics and course correct as needed. What is truly unique about Joseph is his ability to combine left-brain and right-brain approaches as necessary to unlock possibilities

Joe Cannavo

Director of Innovation, Diageo