Close Menu

Fratelli Branca names CEO for new import business

Milan-based Fratelli Branca has appointed Steve Brecher chief executive officer (CEO) of its new import company, Branca USA.

Steve Brecher has been appointed CEO of Branca USA

As CEO of Branca USA, Brecher will be responsible for the continued growth and focus on the company’s brands, which in addition to amaro Fernet-Branca also includes vermouth Antica Formula. He will report to Fratelli Branca Distillerie’s global CEO, Patrick Piana.

Brecher’s most recent role was president of Infinium Spirits – Fratelli Branca’s former importing and marketing partner in the US for 15 years.

Prior to this, he held several positions in senior marketing, commercial and strategy roles at Diageo in the US and overseas.

The Fernet-Branca owner first revealed plans to launch its own import business in the US in December 2018. The company will be based in New York City.

Brecher said: “The Fratelli Branca brands have histories that are so authentic and meaningful to both the trade and consumers.

“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 leading sales and marketing organisation in the United States, we’ll look to partner with other leading brands to further accelerate their performance.”

It looks like you're in Asia, would you like to be redirected to the Drinks Business Asia edition?

Yes, take me to the Asia edition No