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What clients can expect

Clients of Granados Consulting benefit from forty-plus years of diversified experience in the global wine and food sector gained at numerous high-performing businesses, including Fortune 500 corporations, top-ten global suppliers, privately owned international wineries and leading US wine importers.

This background provides a source of valuable insights that serve as building blocks in the construction of fully integrated strategic and tactical brand plans, the key to success in advanced, high-volume wine markets like the United States and the U.K. While my approach to every project is grounded in the commercial realities of pricing strategy, channel dynamics and category trends, I have come to see brand identity as the hub of the marketing mix.


Brand communications and packaging must be strong enough to not only encourage consumer trial, but also to leverage importer and trade partnerships in the face of ongoing consolidation throughout the value chain. Creating strong brand equity is one of the few reliable paths to increasing sales volume and profit margin in the ultra competitive global wine marketplace of today. 

Relevant, fully integrated brands also require collaboration and mutual trust across key departments, including wine production teams. For this reason I generally accept only one exclusive client per year, which makes it possible to gain more confidence within the organization as a committed member of the team. 

Joseph R. Granados

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Developing strong brands begins with defining the target audience, then making sure the brand concept, production story, portfolio architecture, logo and packaging are all in alignment with this audience.


Compelling stories express your brand's reason-for-being: the consumer promises, product features and cultural mythology that create an identity for the brand and establish a relationship with the consumer.


Effective brand identity begins with a meaningful, fact-based concepts that offer something

authentic, fresh and memorable. Strong brand ideation drives consumer interest and always stands out in a crowd.


Global brands are more than just labels. They strategically integrate the winery's quality dynamics, product portfolio, sales proficiencies and market relationships to build a sustainable image in the marketplace.


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Riccardo A. Mora 
EVP Strategy & Business Development at Delicato Family Vineyards

I have often relied on Joseph's industry experience, classical marketing background and critical thinking ability to help me navigate complex issues in brand identity, product life cycle, and portfolio positioning challenges. Joseph brings a deep understanding of the critical success factors required to invigorate brand portfolios, to grow trade and consumer awareness, and to build distribution.

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Lara Colvin
Business Development Manager, N. America at Domaine Bousquet 

Joseph comenzó su trabajo con Fecovita al inicio de la pandemia en 2020 y nos ha guiado en una transición muy fuerte en la bodega hacia el liderazgo en el mercado global a través de una estrategia de premiumización para nuestro portafolio de marcas. Se ha adaptado sin problema al contexto bilingüe, trabajando en modo digital con nuestro equipo en Argentina. Es un placer tener a Joseph como mentor y líder con su pasión por la vitivinicultura y su profundo conocimiento del mercado estadounidense. Joseph ha sido extremadamente proactivo e involucrado en todos los proyectos, trabajando en estrategias de marca, análisis de tendencias, presentaciones para la gerencia y equipos de ventas, generación de contenido y story-telling. 


Chris Sarles
President / CEO at Oregon Fruit Products LLC 

Joseph has a unique ability to start by creating a brand vision and then helping create impactful tools to help effectively sell and market the brands. These tools allow the selling organization to take the message to the street and create interest with buyers. In addition Joseph did a nice job of working with the distributor management to gain their engagement and then he personally helped them execute the strategy on the street. I found Joseph to be creative, bright, enthusiastic, realistic, collaborative and willing to do the hard work that it took to see the rebranding come to life in the market.

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