Shelf Help Pod: Ana Kornegay - Building Sammy Hagar and Guy Fieri's Tequila Brand

World-famous icons = brand-building "cheat code"?

Like most things, it depends. Ana Kornegay can tell you why it's not so straightforward.

Ana is the VP of Marketing at Santo Spirits, the tequila brand founded by Sammy Hagar and Guy Fieri. Before jumping on board with Santo, Ana led brand for one of the oldest (the 1st distillery in the U.S.) and most respected brands in the world: Jack Daniel's.

Jennifer joined Shelf Help to dive into the three biggest packaging mistakes she sees new brands make, "build vs. buy" (hire internally or outsource), building a celeb brand without losing authenticity, why and why to refresh packaging, and what to expect if you want to jump from "big CPG" to an upstart brand.

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The link to the full episode is linked above. Make sure to follow on Apple, Spotify and Youtube to be the first to know when a new episode drops.

Keep an eye out for clips of all the key highlights on Linkedin and Youtube.

For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - give us a shout!

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