The Connecticut/Westchester alumni club enjoyed picnicking on a private beach in Stamford.

Connecticut / Westchester Co.

This last quarter, the CT/Westchester alumni club kicked off its new programming with a couple of events that mixed social gathering and more serious business issues. On July 27 we had a wonderful picnic at a private beach in Stamford. On a sunny, warm Sunday afternoon, more than 25 alums and spouses attended with their kids (future Kelloggians). We had catered food along with potluck appetizers and desserts. Alums from Kraft Foods contributed, and alums working for Diageo contributed beer, margaritas and wines.

Since we had not had a CT club event in more than 1 1/2 years, it was great for alums to connect with each another. We had participants from as far back as the class of 1979 all the way up to 2002. Special thanks to Jerry Joliet ’97 for helping to organize this event.

Ivan Menezes '84, CEO designate of Diageo North America, speaking to the Connecticut/Westchester County Alumni club about building global brands.

On Sept. 4 in Stamford, Ivan Menezes ’84, CEO designate of Diageo North America, spoke at the OCEAN 211 restaurant to an enthusiastic crowd of more than 40 attendees at an event coordinated by Andrew Malkin ’01.

The topic was “The Diageo Way of Building Global Brands,” and featured a lively Johnnie Walker tasting, including such topnotch single malts as Talisker and Cragganmore, not to mention the smooth blended classic, Johnnie Walker Black Label. The witty, kilt-adorned Journey of Taste guided the group through the geography of Scotland and the process of making fine scotch.

Ivan spoke for 45 minutes about his work after Kellogg (Booz Allen Hamilton, Whirlpool, Guinness), Diageo’s history as the world’s largest premium drinks company, the company vision and its specific approach to brand building. Diageo places emphasis on portfolio prioritization (managing global vs. local vs. category management brands), innovation (new products such as Ciroc Vodka and new product features such as Guinness draught in a bottle) and treats social responsibility as integral to every brand and relationship with each consumer. In addition, Diageo believes in asking consumers what kind of total experience they are seeking and considers six consumer motivation occasions (release, affiliation, contentment, discernment, status and independence). Ivan concluded his talk with examples of television ad campaigns and information on the company’s aggressive and ambitious relaunch of Smirnoff vodka in the competitive space of super-premium vodkas. Ivan provided terrific insight into a rapidly changing business and spoke candidly on the challenges ahead for the adult beverages industry.

We have events lined up for the next six months and will be communicating directly to all alums via email and mail. Please update your contact details on the Kellogg alumni Web site to receive the mailers. I look forward to seeing you all at the next club event.