Weslar is a seasoned CPG marketer, having held brand leadership roles at major companies including MillerCoors, Coors Brewing Company, Kraft Foods and Nabisco. He comes to Gizmo from MillerCoors, where he restored the Coors Light brand to industry leading growth, helping it become the #2 beer brand in the U.S. and #1 across many U.S. markets. As brand director, he defined the brand's distinct positioning of Rocky Mountain Cold Refreshment and successfully launched many package innovations, including Cold Activated Bottles and Cans. During his tenure on Coors Light, Weslar generated 13% growth and $470 million in incremental revenue.
Weslar joins Gizmo Beverages as they continue to demonstrate strong growth in the rapidly expanding categories of "functional" and "all-natural" beverage. Partnering with Southern Wines & Spirits (the largest privately held beverage wholesaler in the country), Gizmo has experienced early success in Tea of a Kind's first four markets -- California, Arizona, New Mexico, and Nevada. Weslar will develop campaigns to increase consumer awareness of Tea of a Kind's unique proposition and the "powered by Gizmo" experience it delivers. Beyond Tea of a Kind, Weslar will champion Gizmo's next two projects utilizing its patented closure on a functional water brand and a RTD cocktail brand, both launching in 2014. Additionally, Weslar will lead efforts to secure future licensing agreements for the Gizmo closure and enhance equity in the "powered by Gizmo" brand as it extends into new food and beverage applications.
"I am very excited to build upon the impressive growth of our Tea of a Kind and "powered by Gizmo" brands. These are unique, 'on trend' propositions that fulfill consumer demands for health, wellness, natural ingredients and personal expression," Weslar explains. "We will build these brands in breakthrough ways that engage consumers, sharing Tea of a Kind's story of all-natural ingredients and great taste in a preservative-free beverage. The 'powered by Gizmo' brand will be built within and beyond Tea of a Kind as we show consumers the closure's ability to deliver meaningful benefits and create 'wow' impact every time you open it."