At Fetzer Vineyards as Sr. Brand Manager – Frontera/Trivento, Wayland Boyd will focus on strategic planning and tactical execution of marketing initiatives across different account channels in order to keep the South American portfolio of Fetzer Vineyards’ wines relevant and current with our consumers and top of mind for distributors in the U.S. marketplace. He will work closely with the Chilean and Argentine brand team for Frontera and Trivento as well as Fetzer Vineyards’ sales, production, design/marketing teams and media and creative sources in order to create awareness within the trade, media and consumer segments.
For the past five years, Boyd has focused on brand building and consumer/trade education of premium and ultra-premium wine imports from Spain, Portugal, France, Italy and New Zealand. As Western Regional Sales Manager with Blue Ventures Wine Marketing and in his previous role of Director of Sales, Western U.S. with Curious Cork Imports, Wayland established and managed distributor networks in up to 12 states and managed e-commerce relationships with online DTC retailers such as Wine.com, Wine Access, Wine Direct to name a few. He was responsible for all national account management gaining placements and growing the business in both off premise chains— Safeway/Albertsons, Cost Plus, Sprouts, Costco, Whole Foods, BevMo!, Kroger—and on premise—Vino Volo, SBE Group, Kimpton Hotels and Palm Steakhouse.
Wayland holds a Masters in Wine Business from the University of Adelaide in South Australia. It was during this time that he launched his wine industry career conducting qualitative and quantitative research under the guidance of the dean of the business school. He also worked in DTC sales for The Lane Vineyard in Adelaide Hills. He earned a Bachelor of Arts from the University of California, Los Angeles. Prior to the wine industry, Wayland represented multiple high-end boutique apparel manufacturers where he earned top sales producer and covered a 13 state territory in the western United States.