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OSS Craft Distillery names ex-Pernod director CEO
Bareksten Spirits producer OSS Craft Distillery has appointed Henrik Ellström, formerly of Pernod Ricard, as its CEO.
Ellström most recently worked as global brand director for Pernod Ricard-owned Absolut vodka.
He stepped into the CEO position at OSS Craft Distillery on 1 March 2023.
“I am impressed by what Bareksten has achieved with limited resources but with a lot of passion combined with strong entrepreneurship,” said Ellström.
“It feels very motivating to have the opportunity to lead the development of Bareksten going forward, to take the brand to the next level internationally and to challenge the more established brands in our categories.”
Stig Bareksten is the founder of OSS Craft Distillery, which he established in 2016.
The company aims to centre itself as a producer of international, super-premium spirits, and sees itself as a leader of the premium gin category in Norway, its native market.
Bareksten said: “The idea has been, from the very beginning, to become a national and then an international brand. We are well on our way with that job.
“Therefore, the timing of bringing Henrik into the team is perfect. This also gives me more time to focus on product development and branding.”
The Bareksten Spirits portfolio has seen ‘strong growth’ in several international markets, the company said.
The range, which includes Botanical Gin, Navy Strength Gin, Old Tom Gin, Double Gin, Illsint Absint and Botanical Aquavit, made its UK debut in January 2023.
Ellström added: “Bareksten is well-positioned for further international growth with a broad product portfolio within gin, vodka, aquavit and ready-to-drink cocktails, as well as a very high product quality that has won awards in several of the most prestigious competitions in the world.
“I am very much looking forward to continuing that development together with our employees, customers and partners.”
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