Middle West Spirits appoints Luis Gonzalez as CCO
Former Old Elk Distillery CEO Luis Gonzales has been named chief commercial officer (CCO) of its new parent company, Middle West Spirits.
In his new role, Gonzalez will lead commercial strategy and execution while also overseeing operations and marketing divisions. He will also spearhead Middle West’s contract distillation programme, expanding into international markets.
“This is an exciting chapter for Middle West,” founder and CEO Ryan Lang said. “Luis is a proven leader who understands the power of people, process and brand. His unique ability to align strategy with execution will be key to accelerating our commercial momentum and unlocking new opportunities across our portfolio and the globe.”
Ohio-based spirits producer Middle West purchased whiskey maker Old Elk for an undisclosed sum in May this year. The deal was made to “secure the future” of the whiskey brand by providing a dedicated production facility.
“Middle West has long been committed to raising the bar in the global spirits industry,” Gonzalez added. “From crafting world-class whiskey and premium spirits for our own portfolio to partnering with some of the most respected names in the business, the team here has earned a reputation for excellence, innovation, and consistency – always grounded in integrity and honour.
Gonzalez served as CEO of Old Elk for seven-plus years, joining the Colorado-based company in 2017.
He continued: “I’m excited and grateful to join this remarkable team and serve the business as it enters its next era. With our state-of-the-art facility and forward-thinking approach, we’re positioned to grow both our branded and contract operations without sacrificing quality.”
Related news
Houston to host inaugural Texas Cocktail Week
