Purple Beverage Co. has named a veteran finance executive as its CFO.

The soft drinks company, which develops, markets, and distributes its antioxidant brand Purple, said today (14 January) that Timothy Hennessey, who brings 25 years of finance, accounting and investment banking experience, will take on the role.

Hennessey previously owned and operated Hennessey Financial Services, was CFO for Wellness Discoveries, served as a managing director in the investment banking group of Deloitte & Touche USA and was also an investment banker on Wall Street with Morgan Stanley Dean Witter & Co., the company said.

Purple Beverage CEO Ted Farnsworth said: "The fact that Tim has worked with global, best of breed firms and has now attached his name to Purple Beverage Co. is huge. Tim's extensive background in investment banking, as well as in successfully managing the unique growth and capital needs of similar companies, add up to a seasoned financial leader whom we are thrilled to have on our team."

Hennessey added: "Purple Beverage Co. is on the brink of explosive growth across the US. I'm excited to join at this exciting phase to help lead the company on its continued growth course."