Premier Beverage Group has appointed Raymond Montes as president of its newly-created US subsidiary, Captive Brands.

Montes, who has around 20 years of experience in grocery and mass merchandise retail, joins the US soft drinks firm with immediate effect, the firm said yesterday (18 January). He will oversee and execute Captive Brands' private-label strategy.

Montes moves to Premier Beverage from Allou Health and Beauty Care, where he held a lead sales position. "The addition of Raymond Montes gives us immediate credibility and relationships in the private brands industry," said Premier Beverage Group's president, Fouad Kallamni.

Premier Beverage Group announced the creation of Captive Brands earlier this month. The subsidiary offers solutions to retailers looking to sell premium functional beverages including energy drinks, energy shots and enhanced waters.

Captive brands sit between the private-label and branded segments in the off-trade. Typically, they have a strong upfront relationship with the retailer but receive more marketing support, and so gain better margins, than a traditional private-label product.