Commercial, Branding, Product Innovation
Hi! I’m Joe Milner, your go-to commercial and branding expert specializing in wine and spirits for APAC with over 20 years of experience.
Joe Milner
APAC
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How I Work
Bio

Joe Milner is a dedicated professional who excels in the Wine & Spirits industry with 20 years of experience working across Sydney, London, and Hongkong. He is in charge of more than 300 new brands and market launches in Asia Pacific.

For over 12 years, as Managing Director, Joe has been running his business, Milestone Beverages HK. His responsibility includes working with over 50 distributors in 25 markets focused on the Asia Pacific region. Joe has driven 25 successful innovation projects in Scotch, Japanese Whisky, and Australian/ Italian Wines. Along with his other accomplishments, he successfully raised the number of distribution partners in 35 APAC, Europe, and Middle Eastern areas from 0-70, and supervised more than 50 of Asia's largest wine and spirits importers, including direct to retail clients, such as Tesco, Carrefour, and Costco.

Before that, Joe worked as a Regional Director in Constellation Brands, Hongkong. At the time, Constellation Brands was the world’s largest premium Wine company. During his tenure, he performed outstandingly, averaging 35% Net Sales and 30% Gross Margin across the portfolio YOY and doubling business in 3 years. Also, he achieved over 100 new brand distribution agreements across Asia.

Case Studies
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Blog Posts
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Experience

Milestone Beverages HK Ltd.

Asia-Pacific wines and spirits business focused on innovation, brand building and advisory

Managing Director (own business)・ Hongkong 2016 - Present

  • 25 successful innovation projects in Scotch, Japanese Whisky, Australian, and Italian Wines
  • From 0 to 70 distribution partners in 35 markets in APAC, Europe & Middle East

Constellation Brands (Hong Kong)

At the time, Constellation Brands was the world’s largest premium wine company.

Regional Director in Asia ・ June 2012 – Jan 2016

  • Award for F14 Global Sales leader of the year. F15 Region of the year.
  • Averaging 35% net sales and 30% gross margin across portfolio YOY. Doubled business in 3 years.
  • Achieved over 100 new brand distribution agreements across Asia

DIAGEO Reserve Brands (Hong Kong)

Working within the luxury brands division of Diageo. Focused on super premium vodka, gin, rum, and tequila.