Layoffs At Jackson Family Wineries? Reorganizing By Any Other Name Smells Like Layoff

A rose by any other name can be as bitter as a layoff.

Multiple emails came into Wine Industry Insight’s email box today from people who said they had been laid off.

” I’m a victim of another round of layoffs at Kendall Jackson,” said one email. “I know of about ten people having been laid off in the last 24 hrs.”

REORGANIZATION OF SALES & MARKETING

When WII contacted Jackson Family Wines, a spokesperson replied by email that, “No layoffs just a reorganization of the marketing department. We have a new Chief Marketing Officer. He is reorganizing his department which means he replacing some people with his own team.”

NEW CHIEF MARKETING OFFICER

The new CMO is Stephen Croncota who served in the same position with the Haggard Clothing Co. in Dallas. Previously, he has held marketing positions at Versace, E! Networks and the Cartoon Network.

PARAMEDICS NEEDED FOR SAGGING KENDALL-JACKSON BRANDS

Croncota does have his work cut out to turn around K-J’s anemic performance which has suffered over the past several months, especially by comparison with its competition.

Sales of Kendall Jackson Vintners Reserve wines — the number 7 top selling brand in the United States — continues to lose ground even as major competitors gain.

Data from Information Resources Inc. (IRI) for the four-week period ending May 17, shows K-J dollar volume dropping 11.3 percent over the same period in 2008.

By contrast, seven of the top 10 largest brands increased sales, some — like Sutter Home, Barefoot and Beringer — scoring double-digit gains. Overall wine sales in the United States grew 3.7 percent during that period.

See: May Wine Brand Winner And Loser Data Show Mixed Results for more coverage.

Previous Wine Industry Insight Coverage:

• K-J Axes 20% Of Workforce
• Did K-J Layoffs Violate State, Federal Notice Requirements?
• None of Your Damned Business! Get Lost!