APPROACH
How I work — and how you'll know it's working.
Senior research-backed brand leadership with a repeatable method — and proof you can hold me to.
Research & insight
Brand DNA
Deep-dive market analysis and consumer behavior mapping to find your competitive edge.
Defining your core narrative, visual identity guides, and positioning in the crowded beverage set.
Activation plan (DTC + trade)
Commercial leadership
Pricing strategy, P&L management, and multi-year roadmaps for sustainable brand growth.
Bespoke roadmaps for winning at the cellar door and securing distribution placements.
Brand DNA Audit
Brand-health scorecard
12-month activation calendar
KPI dashboard
'My frameworks — the same ones I'd build for you.'
25+ YEARS IN BEVERAGE — LED BRAND & MARKETING STRATEGY AT A PREMIUM US WINE & SPIRITS COMPANY — RESEARCH BEHIND EVERY RECOMMENDATION — AS FEATURED IN BEVERAGEDAILY
Selected Results
Outcome
A luxury sparkling brand — repositioned for younger drinkers; brand book + concept-tested label direction.
+12% ROI
A multi-brand beverage portfolio — year-round activation partnership; +12% ROI, 19 new placements.
19 New Placements
A premium wine brand — full brand books & style guides to stand out in a crowded set.
Client names withheld; full specifics shared confidentially.
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“Trisha Cancilla's approach to brand DNA is one of the most comprehensive strategies I've seen in the three-tier space. It doesn't just look good—it sells.”
Margareth Henriquez, former President, Champagne Krug