US: Voli Vodka bags Whyte & Mackay exec as CEO

By | 6 August 2013

Voli, the low-calorie, flavoured vodka producer, has poached a senior Whyte & Mackay executive to lead the company.  

Jorge Gutierrez, formerly Whyte & Mackay's Americas VP, has been appointed as Voli's new CEO, the Los Angeles-headquartered company announced late last week. He replaces Voli's founder Adam Kamenstein, who stepped down in June.

Gutierrez, who has also worked for Bacardi's US unit, will be charged with overseeing the group's in-house sales and marketing operations. 

Voli has also appointed a national sales director, Lee Strader, who will report to Gutierrez. Meanwhile, the company has chosen the firm Park Street to run its import, back office and “resource planning” services.   

The company has US rapper and producer Pitbull among its “major” shareholders.

"Voli has clearly demonstrated how category innovation and great product combined with a talented partner in Pitbull can lead to breakthrough sales. We look forward to driving the growth of the brand," said Gutierrez.

Voli's "light" vodkas, produced in Cognac, France, come in five flavours; Raspberry Cocoa, Espresso Vanilla, Orange Vanilla, Lemon and Original.

Expert analysis

Vodka in NAFTA to 2015: Market Guide

Synopsis Canadean’s, "Vodka in NAFTA to 2015: Market Guide" provides in-depth detail on the trends and drivers of the Vodka market in NAFTA. The report includes quantitative information (historic and forecast market values). The report provides data, analyses and opinion to help companies in the Alcoholic Drinks industry better understand the changes in their environment, seize opportunities and formulate crucial business strategies. Summary This report is the result of Canadean’s extensive market research covering the Vodka market in NAFTA. The report provides a top-level overview and detailed insight into the operating environment for the Vodka market in NAFTA. It is an essential tool for companies active across the Alcoholic Drinks value chain and for new players that are considering entering the market. Scope • Overview of the Vodka market in NAFTA. • Analysis of the Vodka market and its categories (where applicable), including full year 2010 consumption value and forecasts until 2015 • Historic and forecast consumption values for Vodka for the period 2005 through to 2015 Reasons To Buy • The report provides you with important figures for the Vodka market in NAFTA with individual country analysis. • The report will help you to identify trends by analyzing historical industry data. • The report will help you analyze the market with detailed historic and forecast market values, segmented at category level (where applicable). • The report will help you to enhance your knowledge of the market with key figures on consumption value and segmentation by category for the historic period. • The report will help you to plan future business decisions using forecast figures for the market. Key Highlights NA

Sectors: HR – personnel, Spirits

Companies: Bacardi, Whyte & Mackay

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