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Business executive and industry visionary John McDonnell went from his first job in high school — behind the counter at Burger King in Boston — to becoming one of the most respected leaders on the planet in the beverage alcohol business.\u2028\u2028In the\u00a035+ years of his professional life, McDonnell has launched and marketed a number of successful brands, bringing hard work and business acumen to over\u00a0145\u00a0countries. For example, not only did he help Patr\u00f3n become the world\u2019s #1 tequila brand in retail value, he is widely credited with having expanded that company\u2019s ultra-premium tequila category across the\u00a0globe.<\/p>\n
As this high-caliber executive explained, \u201cIt was satisfying to establish an entirely new category worldwide. We turned a product associated with rowdy\u00a0college students into a high-end luxury brand \u2013 with amazingly smooth taste and high-end pricing \u2013 because everything about the brand was based on authentic tradition. No \u2018modern\u2019 short-cuts. No rushing. No skimping. Doing things, instead, the right \u201cold-fashioned\u201d way.\u201d<\/p>\n
Today, as Managing Director, International, for Tito\u2019s Handmade Vodka, McDonnell still travels the world — leading the brand\u2019s remarkable global expansion. He also earned widespread respect for his service as Chairman of the Distilled Spirits Council of the United States (DISCUS), the national trade association representing America\u2019s leading distillers.<\/p>\n
Recognized as an effective speaker, McDonnell has addressed audiences\u00a0as diverse as the Wall Street Journal, American Express, the Financial Times and the Boston Celtics. Celtics Sales Director Brian Burnard has said about McDonnell, \u201cJohn\u2019s wisdom extends far beyond the spirits business. As a savvy truth-teller, he has given outstanding motivational talks to sales people.\u201d<\/p>\n
If you move from country to country as much as McDonnell, and if you pay attention as clos![\"\"](\"http:\/\/irishexaminerusa.com\/wp\/wp-content\/uploads\/2019\/01\/pastedGraphic-300x265.png\")
ely as he does, you can accumulate plenty of global wisdom. McDonnell is now in demand as a featured guest speaker for diverse corporate and academic audiences. He has even shared some of his insights in a successful TEDx talk at Suffolk University\u00a0in Boston. In addition, he writes for Forbes.com.<\/p>\n
Crossing international borders as much as McDonnell does \u2014 he is often on planes and trains \u2014 he devotes considerable time to reading and pondering the trends that affect us all. He then devotes attention to sharing them clearly with audiences. Being \u201cauthentic\u201d in a virtual world is one of the traits that define this business leader\u2019s style in the presentations he delivers to the communities who hear from him.<\/p>\n
McDonnell comprehends the shifts sweeping across the planet as younger generations rise up to cultural dominance. He\u2019s been able to apply them to the brands he’s worked on and express them in his talks and writings. Millennials and the younger iGen folks growing up behind them are consumers who practically \u201cbreathe\u201d technology. An emotional connection to a product may affect their purchases and brand loyalty more than ever. Knowing how to reach younger consumers digitally \u2013 through social media on their phones \u2013 is increasingly essential to success.<\/p>\n
As an innovator in his field \u2014 going beyond effective brand-building to establishing entirely new categories within his industry \u2014 McDonnell has developed techniques to innovate within vastly different cultures. For example, he\u2019s learned to communicate interpersonally with Japanese customers in one way and with customers from Guatemala in a different manner. He customizes his approach from one culture to another.<\/p>\n
Given all this experience, McDonnell recalled how he got started in the drinks industry. \u201cIt happened by chance really. I was working in politics and someone hooked me up with a job at Joseph E. Seagram & Sons. That was in 1983. I spent 18 years working for the company in domestic and global sales and marketing. I held different positions during that time. One was as European V.P. of Sales where I led Seagram\u2019s $1.1 billion business in the region.<\/p>\n
\u201cBefore entering the drinks industry, my professional background had been in politics. I worked in the Massachusetts State House for a state senator while I was attending university. There, I\u00a0worked with Tom Menino, who wanted to run for Boston City Council. I ended up running his campaign and Menino eventually became the longest serving Mayor of Boston.\u201d<\/p>\n
Born and raised in Boston, Massachusetts, to two hard-working parents, McDonnell talks passionately about his family and Irish background. \u201cMy mother was an Irish Catholic from County Mayo and I spent 12 years at Catholic school. Life involved the church and The Christian Youth Organization, CYO; I still go every week and am a Lector and Eucharistic minister. Outside of church I enjoyed sports and played baseball, football and street hockey. My mother and father worked incredibly hard to provide for the family and taught me the ethos of hard work.\u201d<\/p>\n
He added, \u201cEverything about my upbringing and being Irish revolved around the Church. I had nothing but positive experiences. Unfortunately, the percentage of Irish people going to Mass has greatly declined.\u00a0 But I will always speak in glowing terms about the church because it\u00a0did\u00a0so much for me as I grew up.\u201d<\/p>\n
McDonnell continued to speak about his Celtic heritage and his relationship with the Emerald Isle. \u201cI had been trying to find out which ship my mother came over on. This has been a lifelong mission. Everybody has a different story.\u00a0\u2028\u2028Finally, on a recent trip to Ireland, one of my aunts combined her memory with the Internet.\u00a0 We established that my mom came over on a ship in 1952 at the age of\u00a018. I was amazed to learn that she came from Cobh. On the seaside of Cork city, it\u2019s the last place where the Titanic docked before it sank. My mother had taken a train from Mayo to Cobh to board her ship to America. The last thing those passengers saw as the ship sailed away was the Cathedral on the hill. The best meal I had in Cork, many years later, was on the sidewalk at one of those authentic local fish restaurants.\u201d<\/p>\n
Looking back now, after more than three decades in the drinks industry, what does this Bostonian consider the most positive and negative changes he\u2019s witnessed over the years? \u201cAmong positive developments, I think the expansion of products available to consumers is the biggest.\u00a0 Since the time I started out, there\u2019s been a lot of creativity in my ancient industry like the introduction of different finishes on malts and the introduction of flavored vodkas. Another exciting positive change is that a single-brand company today has the opportunity to expand globally through its use of social media.<\/p>\n
\u201cOn the negative side, there\u2019s been too much consolidation among U.S. distributors. Big players coming together creates challenges for the newer, unknown brands seeking to enter the market. It\u2019s true that a proliferation of products can create confusion for consumers. And certainly these days there are a plethora of brands \u2013 many more than when I first started. But that shift, in turn, has led to consolidation of suppliers and their distributors.\u2028\u2028 The landscape is changing with the development of technology. It\u2019s a lot easier to take a brand global today, with the widespread use of social media, than was the case 10 or 20 years ago.\u2028\u2028\u201c<\/p>\n
He added, “There is a massive opportunity for the future of global travel retail. Think about it — there are all kinds of global apps. But there\u2019s a lack of even a single online application that helps consumers do their duty-free shopping globally from their phones. We need an airbnb type of app so millennials can make their duty free purchases \u2013 in any country on earth, regardless of airline or airport — with just the touch of a finger on their phones. As the industry has changed, so have its consumers. Millennials have tremendous buying power and the emergence of the global craft movement is being fueled by this age group, too.\u201d<\/p>\n
Last fall, McDonnell recommended this specific new global phone app in a presentation to industry thought leaders at the Trinity Forum in Shanghai, China. This is a leading airport commercial revenues conference and McDonnell was billed as a \u201cdisruptor\u201d with new ideas. The conference organizers considered his presentation a great success with a buzz that is still reverberating. So don\u2019t be surprised if a global duty-free app is someday available on your own mobile phone.<\/p>\n
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Has McDonnell ever thought of himself as a disruptor? \u201cLooking back on the Patr\u00f3n days when we decided to focus on ultra-premium, I knew that I really was. Everyone has a bad tequila story to tell you \u2013 like getting sick on the cheap stuff in college, etc. We spun that story and convinced people the truth — that there was now a new and much higher-quality option, ultra-premium tequila.\u2028\u2028 Whether I\u2019m working to disrupt a marketplace with change or in whatever project I tackle, I am always a strong advocate of great relationships. I empower my team and hold them accountable. I believe in working hard during the day and having fun at night. No dinner ever lasts longer than one and a half hours. I\u2019d much rather chat with you at the bar.\u201d<\/p>\n
McDonnell\u2019s toughest challenge has always been time management. \u201cWhen I travel it\u2019s ’24\/7′ but when I am back in the office, I manage my board meetings. I currently serve as\u00a0the Chairman of the Massachusetts Convention Centre Authority and I work to apply the skills I\u2019ve learned in business to civic roles as well.\u00a0 I strongly believe in giving back.\u00a0 I\u2019m also active in local politics and am on the board of trustees of Fisher College.\u201d<\/p>\n
Aside from using his global experience to inform and inspire audiences, McDonnell is also a Marathon Man, having run more\u00a0than 15\u00a0of them. \u201cRunning has always been an important part of my life. But since I completed all those marathons, I recently gave up because of the pounding on my body. I still run 3-5\u00a0miles a day, though.\u201d<\/p>\n
Nonetheless, this global road warrior does occasionally switch off, given that he has a loving family back in Boston. \u201cMy wife and I dine out every night when I\u2019m home. We patronize about\u00a010 local restaurants. We love to sit at the bar and engage the staff. Most of them are college students and we learn about them as people. That keeps us young at heart.\u2028\u2028\u201cI also attend a lot of Boston Celtic Basketball games. My wife and I have been season ticket holders for as long as I can remember. When I was young, I used to save my money to go to games. I used to listen to the games on the radio at bedtime.\u201d<\/p>\n
No matter what country he\u2019s in, or which audience he\u2019s addressing, this seasoned executive\u2019s zest comes from loving what he does and sharing the knowledge he\u2019s gained with audiences around the world.<\/p>\n
To book John McDonnell as a featured speaker at your next event, please visit: http:\/\/www.mcdonnellspeaks.com<\/a><\/p>\nShare this:<\/h3>