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Reserve Bar names new chief marketing officer

E-commerce platform Reserve Bar has appointed Brian Mehta as its chief marketing officer.

Reserve Bar
Mehta will develop the on-going Spirited Change initiative

Mehta has joined the US-based alcohol platform after serving six years as chief marketing officer for commodities broker Trading Technologies.

His new role will involve overseeing all aspects of Reserve Bar’s strategic marketing efforts.

“We are thrilled to welcome Brian Mehta to the Reserve Bar family,” said Lindsay Held, co-founder and CEO of the alcohol platform.

“As we continue to expand, I am confident Brian’s innate marketing skills and wealth of knowledge will keep Reserve Bar at the forefront of luxury e-commerce and industry innovation.”

Mehta will also develop ongoing and future initiatives, such as the platform’s recent venture: the Spirited Change initiative. The scheme was established to boost diversity and inclusion in the alcohol industry, offering marketing assistance to minority- and women-owned suppliers.

In August, the e-commerce platform pledged US$5 million to the project, which was also backed by Mary J Blige and Sean ‘Diddy’ Combs.

Mehta said: “There are so many opportunities at this time for exceptional growth, and I can’t wait to be a part of sharing our brand purpose and story.

“I look forward to crafting new ways to connect with our consumers and helping Reserve Bar reach new heights.”

Plus, earlier this year, distributor Southern Glazer’s Wine & Spirits acquired equity stake in Reserve Bar with an aim to ‘accelerate growth’, focusing on expanding its digital capability.

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