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Amber Beverage hires commercial director

Rooster Rojo Tequila owner Amber Beverage Group (ABG) has named Jessica Lanzon as its commercial director for North America.

Amber Beverage
Lanzon previously worked with LeBron James’ Lobos 1707 Tequila

Lanzon will report to Pepijn Janssens, ABG managing director US, and will work closely with the company’s strategic marketing department, and sales and distribution partners across the region.

She said: “The spirits landscape in America is rapidly changing. I’m looking forward to championing ABG sales across the North America region and to working with such a tenacious team to unlock what I truly believe to be the massive potential of these dynamic brands in crucial markets.”

Lanzon previously worked as regional sales director for Lobos 1707 Tequila, which is backed by basketball player LeBron James.

In her new role, she will oversee Amber Beverage brands including Rooster Rojo Tequila, Kah Tequila, Moskovskaya Vodka, Riga Black Balsam, and others.

Janssens added: “I am delighted that Jessica has joined us. North America is the most important spirits market in the world and very much the land of opportunity for our premium and premium-plus drinks brands.

“The US is the country where we always choose to first launch new Tequila expressions for this reason. The Tequila category is booming, and we are already generating significant interest for our Kah Tequila and Rooster Rojo Tequila brands.

“The vodka category is poised for a resurgence, and we look forward to introducing our 100% European-made Moskovskaya Vodka brand.

“Jessica will be instrumental in helping us take advantage of these and other spirits marketing opportunities, managing all aspects of our brands across all channels and national accounts.”

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