Fernet Branca-owner Fratelli Branca has named the president of its former US importer as the CEO of its new division in the country.
The company said today that Steve Brecher, who was most recently president of Infinium Spirits, will head up Branca USA. The company announced the formation of Branca USA late last year, with business moving to the new entity from Infinium.
Fratelli Branca said Brecher has also held several senior marketing, commercial and strategy roles at Diageo in the US and overseas. He will be based in New York City and report to Fratelli Branca’s global CEO Patrick Piana.
“The Fratelli Branca brands have histories that are so authentic and meaningful to both the trade and consumers,” said Brecher. “Fernet Branca and Antica Formula lead their respective categories, and yet both brands still remain in their early days with so much room for growth and innovation. In addition, with Branca USA now established as a… sales and marketing organisation in the United States, we’ll look to partner with other leading brands to further accelerate their performance.”
Fratelli Branca is based in Milan, Italy.