Denis Mackenzie, the COO of a major marketing firm, divides his time between New York City and his winery in the Lake Erie region of Pennsylvania. With his expertise in international wine and spirits marketing, he can create success for his marketing firm as well as for his passion project, the winery.

Denis Mackenzie started in the marketing field when a small company hired him. He worked his way up the ranks and became a lead marketer on several accounts. He acquired valuable experience at his first company. After a few years, he decided to follow his dreams and take a job for a larger international firm. He was assigned to market wineries in Bordeaux, France, and Tuscany in Italy. Since he speaks French and Italian, he found it easy to communicate with his clients.

He followed his experiences in France and Italy with a period spent in Greece. While he was in Greece, he worked with top wine and spirits producers to create new marketing strategies. He helped to promote Greek wine and spirits such as ouzo and retsina to a larger market outside Europe.

Denis Mackenzie purchased a winery near his hometown in the Lake Erie region of Pennsylvania in 2001. His side venture has become a success. His winery hosts special events as well as charitable functions like paint and sip nights. He enjoys giving tours of his winery and sharing its beauty with visitors and the community.

What advancements would you like to see in your industry?

I would like to see my industry take better advantage of digital technologies. Much of wine and spirits marketing is done at the store level or through features in industry publications. We need to find new ways to reach different markets. I would like to see a shopping app that allows customers to scan the barcodes in the store and see a comprehensive profile of the wine. This would appeal to the millennial consumer as well as technologically adept people of any age.

What will your industry look like in five years?

I anticipate growth in our industry over the next five years. Wine and spirits producers are always looking for new ways to bring the consumer’s attention to their products. We have plans to create in-store shopping experiences that will encourage consumers to purchase our products. Cooking classes and in-store wine bars will help to drive sales. As the drinking age population continues to be interested in higher-end products, our market share will continue to grow. The key is that we encourage our consumers to drink responsibly.

What’s your history with Australia?

I’ve been to Australia only once. It was an amazing trip and mostly for pleasure. We flew into Sydney at first and took flights around the country to experience different places. Initially, we stayed with friends who had purchased a winery in the Canberra region. I learned a lot from my Australian friends’ experience in the wine industry. We then spent a weekend in Tasmania.

We took two special tours that showed us vastly different aspects of Australia. We visited Uluru and the Great Barrier Reef. My wife and I loved both locations, though they are both off the beaten path.

We finished our trip with a week in Sydney, seeing all that the region has to offer. We spent a few days at the beach, relaxing and catching up on our sunbathing. It was such a nice change from the drizzly, chilly weather in America. My wife and I loved Australia. We would like to go back again someday, as there were many things we didn’t get to see while we were there. The people are so welcoming.

What are the finest restaurants in Australia? Why would you recommend each?

We were lucky to dine in some truly excellent restaurants while we were in Australia. My wife and I loved Farmhouse Kings Cross. It is a small restaurant with a dedicated local following. The restaurant took full advantage of the fresh, local produce that was available. The classic Australian food included rainbow trout and roast chicken. I recommend Farmhouse Kings Cross to everyone who visits Sydney.

We also had an amazing meal at Sixpenny. This is a modern fine dining restaurant with novel and forward-thinking dishes. The staff has incredible attention to detail. Try the degustation menu if you are looking for the most personal service. Each chef personally introduces the food, and you have the opportunity to ask questions.

What should everybody experience in Australia at least once? Why would you recommend each?

I highly recommend taking a tour to Uluru, the stone monolith that was once known as Ayers Rock. The experience taught us so much about Australia and the indigenous population. It was good for us to have an entirely new experience while we were in Australia. The Outback countryside is beautiful.

I would also recommend going on a tour of the Great Barrier Reef. If you have an interest in the oceans, you know that the area is fragile and may not be around forever. Take an ecologically conscious tour and see it without negatively impacting the environment.