Southcorp Wines, Australia's largest winemaker has bolstered its US drive by appointing a US marketing manager.

The company said it had made Douglas E. Rogers senior vice president marketing, in a statement today. He will be based in Southcorp's Napa, California headquarters.

"In this critical role, Doug will oversee and direct brand building efforts in The Americas for all of Southcorp's brands, including the three core brands, Penfolds, Rosemount Estate and Lindemans, as well as Southcorp's five boutique Australian wineries, Wynns Coonawarra Estate, Coldstream Hills, Devils Lair, Seaview and Seppelt," the statement said.

Rogers has held senior management roles with Miller Brewing, Gallo and most recently with Brown-Forman, where he was the chief marketing officer for its global wine business.

"I am very happy to welcome Doug to Southcorp. He has extensive experience in all aspects of the marketing mix and has a deep understanding of wine and the business of wine. He will play an important and integral part in taking our brands to the next level in the Americas," said Thomas P. Burnet, president & CEO of Southcorp Wines, The Americas.

"I am excited about the opportunity to work with leading global brands that are so well established in their home and other key markets around the world," said Rogers. "I believe there is still a great opportunity for Australian wines in the Americas. Brand building efforts have only really just begun in this exploding category and the portfolio Southcorp offers is unbeatable in my opinion."