Kristi Taaffe.

Inertia Beverage Group has appointed a marketing veteran to the new position of vice president of marketing. The company said that Kristi Taaffe, who has a history of direct marketing experience both inside and outside the wine industry, will take on the role. In her new position, Taaffe will take control of the company's corporate marketing, work with its winery clients and sales partners focusing on the Inertia's direct sales channel. Her chief role will be to maximize the winery's exposure to "a growing market of wine enthusiasts who regularly look to Internet sales to source wines", the company said. Taaffe previously worked for Foster's Wine Estates as director of consumer relationship marketing, spent five years at Smith & Hawken as their director of marketing and has also been director of marketing at Wine.com.