Liquid International Premium Spirits (LIPS) has appointed a new vice president of its western division. Jennifer Shoemaker assumed the position on Monday (15 August), the company's president, Dan Lasner, said this week.

Prior to joining LIPS, Shoemaker worked for Moet Hennessy USA, Schieffelin and Somerset Co. and William Grant and Sons, Inc.

"Jennifer's knowledge of the industry and her key trade relationships will be a major asset in building the company's existing portfolio," Lasner said in a statement. "Jennifer will continue the growth of the company's brands in the Western Division states with a key focus on the sales and marketing efforts in coordinating with the distributor network.

"This is just one of many strategic personnel additions we will be making to the company."
 
"We believe Ms. Shoemaker is a perfect match," Leila Awad, national marketing director added. "In a time when even the mammoth companies in our industry are merging, we feel the opportunities for our very visual, high quality products in top categories are ripe."

Shoemaker will be based in San Juan Capistrano, California.

LIPS is an importer and brand owner of Mezzaluna Vodka, Mezzaluna Limoncello, Liquid Ice Organic Vodka, NapaSaki Super Premium Sakes, Kensington Gin and Sol Dios Tequilas.