In a recent conversation with Protis Global's Vice President of Wine and Spirits Gary Schneidkraut, Jean-Marie Heins shared insights from her remarkable journey in the spirits industry, from helping build iconic brands at Sidney Frank to her current role as Chief Marketing Officer at Broken Shed Vodka.
Jean-Marie Heins' entry into the spirits industry wasn't planned but proved transformative. Under Sidney Frank's mentorship, she helped scale Jägermeister from 4,000 cases to nearly 3 million. Her marketing expertise also contributed to the success of premium brands like Grey Goose Vodka and Casamigos Tequila, establishing her as a force in spirits brand development.
"Having the opportunity to work directly with Sidney and work with him hand in hand on creating all those masterful brands - it's an education you couldn't get anywhere else," Heins reflects.
After decades of corporate success, Jean-Marie Heins made a strategic decision to join Broken Shed Vodka, New Zealand's fastest-growing premium vodka brand. "When you leave a job, they tell you to think about what you love," Heins explains. "I loved the startup, the beginning of brands, creating something that didn't exist in the American mind and growing it."
Under Heins' leadership, Broken Shed Vodka has achieved remarkable success:
Jean-Marie Heins emphasizes Broken Shed's commitment to quality and authenticity. The vodka's unique characteristics include:
Drawing from her corporate experience, Heins has assembled a team of industry veterans while maintaining the agility of a craft brand. "We've brought together a team of really experienced people from the industry," she notes. "The founders didn't know anything about the industry, but they brought in people that did."
Under Jean-Marie Heins' leadership, Broken Shed maintains strong community connections through initiatives like:
As Broken Shed continues its growth trajectory, Jean-Marie Heins remains focused on maintaining premium quality while scaling operations. The brand's success under her leadership demonstrates how craft spirits can compete effectively in a crowded market through authentic storytelling and unwavering quality standards.
With over three decades of experience in the spirits industry, Jean-Marie Heins has established herself as a leading voice in premium spirits marketing and brand development. Her transition from corporate success to craft brand leadership offers valuable insights for industry professionals and entrepreneurs alike.