Chester Brandes

President and CEO, Imperial Brands, Inc.

Chester Brandes is President and CEO of Imperial Brands, Inc.,
a spirits and wine import company that is a wholly owned
subsidiary of Belvédère S.A. His responsibilities include
setting the strategic direction and vision of this fast-growing
importer and marketer of fine wines and spirits, and overseeing
its growth. Brandes is an industry veteran with 34 years of
experience in both the U.S. domestic and international markets
who brings passion, creativity and unparalleled commitment to
his company’s success.
       After successfully launching Sobieski Vodka, Poland’s #1
premium vodka, in the American market, Brandes’ next goal is to make it the fastest new
vodka brand to achieve sales of one million cases in the U.S. Brandes is also focusing on
expanding the portfolio offerings of Imperial Brands, including 4 Orange Premium
Vodka and Marie Brizard Liqueurs.
Until January 2007, Brandes was Vice President, International Markets at Cruzan, Ltd.,
where he conceived and executed the strategic plan for launching Cruzan Rum in the
international marketplace over a five-year period. Moreover, he initiated and was the
architect of the Cruzan relationship with Vin & Sprit AB, which eventually led to V&S
acquiring 100 percent of the brand and the company.
A significant portion of Brandes’ career (1988-2000) was spent working for the Altia
Group, Helsinki, Finland, the owner of Finlandia Vodka. He was appointed President and
CEO of Finlandia Vodka Americas (Altia’s U.S. subsidiary) in 1989 and was accountable
for all sales, marketing and brand profit in the Americas. In 1998, Asia Pacific, Africa,
Middle East and global Duty Free were added to the scope of the New York subsidiaries’
responsibilities. In this position, he played a major role in initiating a joint venture with
Brown-Forman, creating a strategic partnership between brand owner and importer that
was unique in the spirits industry. Brandes’ input into the innovative “Renaissance”
program, which included the redesign of the Finlandia bottle as well as the development of
new image enhancing advertising, helped reposition Finlandia among the leading premium
imported vodkas in the U.S.

     Previously, Brandes was Managing Director of Sempe USA, where he successfully
launched Sempe Armagnac in the U.S. and made it the #1 selling premium Armagnac in
the country. In 1978, Brandes became Western Division Vice President for Glenmore
Distilleries, where he contributed to the growth of Amaretto di Saronno and Remy Martin
Cognacs. Prior to his work at Glenmore, Brandes worked at Monsieur Henri Wines
(PepsiCo) where, in 1975, he helped engineer the successful launch of Stolichnaya Vodka
in the Midwest. It was an era of strong anti-Communist sentiment, when all Soviet-themed
products were taboo, but Brandes saw great potential in marketing this forbidden fruit. Ten
years and one million cases later, he was proven correct.
      Brandes nearly became an attorney, but during his first year in law school he took a parttime
job bartending at the University Faculty Club and became fascinated by the world of
spirits and cocktails. He subsequently left law school, found work as a district manager
for Schenley Industries in St. Louis, Missouri and earned a reputation as a brand
champion who was able to sell the impossible.
Brandes attended Emory University and received his B.A. in philosophy from Boston
University in 1971.
       Brandes is married, has a grown son and resides in Tequesta, Florida. His hobbies
include mountain climbing, skiing and tennis. He is conversationally fluent in German
and Spanish. When in need of inspiration, he rereads the works of Ayn Rand, his favorite
author.