International Marketing Executive Peter McDonough Teams Up with SX Liquors

Bringing Business Building Insights From Prior Roles as Chief Marketing & Innovation Officer for Diageo North America, VP of European Marketing at Procter & Gamble and Gillette, McDonough Joins as Advisor to Help Grow the Burgeoning New Liquor Brand

New York, NY (February, 2016) — The Award-Winning, Sensual, and eXotic new line of premium spirits “SX Liquors” which launched in New York in 2014 delivering Latin liquors infused with exotic ingredients announced that Peter McDonough will join the SX Liquors Company Advisory Board.  McDonough brings SX Liquors fresh insights in building sustained growth and successful consumer franchise development from prior executive roles leading the marketing organizations at Diageo, Procter & Gamble, Gillette, and Black & Decker.  With experiences in building new brand franchises in multiple industries, Mr. McDonough will play a key advisory role to SX Liquors Founder David Knight in building the SX portfolio of spirits.

McDonough joins SX with a proven track record of accelerating business growth and building market leading brands.   He brings innovative thinking to transform business performance from his extensive experiences leading global organizations in industries such as Personal Care Products, Consumer Appliances, Power Tools and Beverage Alcohol.  His success in leading a diverse portfolio of businesses over the past 30 years demonstrates his agility to quickly analyze new industry dynamics, strategically evaluate competitive practices and craft business plans leveraging new growth drivers and organizational capabilities.

In a recent interview McDonough expressed his excitement for joining the SX Liquors Advisory Board.   “I met David Knight several years ago when he was in early stages of developing the SX Brand.  The Brand’s innovative positioning caught my attention with its unique bottle design creating a sensual image that attracts consumers to the Brand’s delicious range of  infused spirits.   I’m excited to serve on the SX Board and help them take the brand to the next level. ”

Most recently, McDonough was President, Chief Marketing and Innovation Officer for Diageo – overseeing the North American Spirits Industry’s largest portfolio of top selling  brands.  In this role Mr. McDonough transformed and built the marketing and product development organizations with new capabilities, a more focused strategic outlook and business plan that delivered accelerated growth and positioned Diageo as the industry leader in new product innovation.  As a member of the NA Executive Team, he played a key role in developing organizational strategy and growth targets for Diageo’s most important global region.

In his diverse career, McDonough has worked in six different industries and successfully led organizations on three continents.  An alumnus of Cornell University, Mr. McDonough holds a Masters of Business Administration from the Wharton School of Business.  He has served on the Board Of Directors of Effie Worldwide, Inc, The AdCouncil of America, The Splash Beverage Group, and on the Advisory Board of IgnitionOne Interactive.

About SX Liquors–  The SX Brand was originally launched in New York in 2014 offering consumers a unique Brand that reinforces a provocative sensual sense of style for nightlife occasions and social gatherings with friends.  The “S” in SX’s name stands for Sensual and the “X” comes from eXotic, and the drinks and contoured bottles from which they pour are both.  The SX spirits range includes two tequilas, two rums, and two vodkas, all made in Mexico with a variety of barrel aging and infusions giving them a unique and softer taste ideal for the female palette.  In 2015 SX partnered with Grammy Nominated R&B singer, songwriter, and producer Trey Songz .  Songz has been an engaging and social advocate for the SX Brand which he proclaims to be  “very special, sexy, fun, and magical”! Coming to the forefront in 2005, Songz released five albums within the first decade of his career, peaking in the Top 20 of the Billboard 200 Chart, with 15 solo singles hitting the Top 10 of the Hot R&B/Hip-hop chart. As one of the few R&B artists sustaining mainstream status, he’s collaborated with his main inspiration- R. Kelly, along with a slew of other in-demand names from Diddy, Mary J. Blige, and Scarface to Bun B. and Toni Braxton. SXchachacha was featured in Songz video “Slow Motion” (with over 100 million views). The unique chachacha liqueur is crafted with 100% blue agave reposado tequila accented with a hint of honey and an exotic bite of Mexican lemons. The full range was also recently featured in Songz new single video release “About You”.

The SX Brand is engaging current consumers and recruiting new adorers through an innovative and exciting social media campaign called #DemandSX where Trey’s fans can go on line and demand SX for their City, State and local stores –

After a banner year in 2015 where SX enjoyed  300% growth in revenue,  the Brand is poised to strengthen momentum again in  2016.  Following  a successful Walmart test market in Louisiana, SX  secured distribution in a number of Walmart stores in Florida as well. The Virginia Liquor Board recently recognized the power of their home grown  entertainment star–Trey Songz—and his advocacy for the Brand by featuring the  SX  Brand in 100 State Liquor Stores.   In New York, SX and Trey Songz have commenced a powerful relationship with the Strategic Group, which launched distribution and events at the Dream Hotel, Phd, Marquee, and Avenue. “We finished 2015 with a strong performance paving the way to a fast start in 2016. I’m excited to work with Trey in creating experiences that will engage more consumers with our SX Brand in the year ahead! says David Knight the CEO and Founder of SX.

For More Info, VISIT:

For Trey Songz Inquiries, Please Contact Brad Taylor: Brad [AT]

For Press Inquiries, CONTACT: RickEberle [AT]


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