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Infuse Spirits appoints CEO

Los Angeles-based Infuse Spirits Group has named Simon Burch as its new CEO.

Infuse Spirits
Burch has worked for Diageo, Pernod Ricard and Moët Hennessy

Burch will oversee day-to-day operations for the company, as well as develop commercial strategies and manage organisational structure. Infuse Spirits Group is the owner of the Broken Barrel Whiskey Company.

Burch will become a major shareholder, joining former founder and CEO Seth Benhaim, who will assume the new title of founder and chief creative officer.

“What began as a typical customer-supplier relationship has grown into a natural partnership between Seth and I,” said Burch.

“This new role allows him to be laser-focused on what he does best – enhancing and transforming spirits through his own innovative ideas and process. His concepts are perhaps the most exciting I’ve come across in my career.

“The company’s brands are in great shape with Broken Barrel recently being awarded ‘World’s Best Tasting Finished Kentucky Bourbon,’ and I look forward to accelerating the growth of these award-winning, world-class brands.”

Burch most recently held the role of CEO of Green River Distilling in Charleston, South Carolina, where he led a ‘dramatic expansion agenda’, which culminated in the sale to Bardstown Bourbon Company.

He has also previously worked for Pernod Ricard, Diageo, and Moët Hennessy.

Benhaim said: “I couldn’t be more thrilled to have Simon join our team. He is a proven leader with a successful track record of building and selling iconic spirits brands.

“With an incredibly unique proposition and a fierce passion for these brands, this was the perfect time and a necessary transition to take us to the next level.”

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