Fratelli Branca has announced the appointment of spirits industry executive Steve Brecher as CEO of the new venture Branca USA.
This appointment comes on the heels of the Milan-based company’s announcement to create their own import company in the U.S. in early 2019.
Brecher most recently worked as president of Infinium Spirits. Previously, he held a series of senior marketing, commercial and strategy roles at Diageo in the U.S. and overseas.
In his new role, Brecher will spearhead continued growth and increased focus for Branca USA’s portfolio of premium brands, led by Fernet Branca and Antica Formula. Brecher will be based in New York City, where he will report to Fratelli Branca Distillerie’s Global CEO Patrick Piana.
“Fratelli Branca is proud to have Steve Brecher driving operations for our new venture, Branca USA,” Piana says. “We are confident that his invaluable experience and proven track record of success in brand growth will result in significant sales expansion for our iconic portfolio.”
Says Brecher, “The opportunity to partner with Patrick and the Branca family on this incredible portfolio is truly exciting. The Fratelli Branca brands have histories that are so authentic and meaningful to both the trade and consumers. Fernet Branca and Antica Formula lead their respective categories, and yet both brands still remain in their early days with so much room for growth and innovation. In addition, with Branca USA now established as a leading sales and marketing organization in the United States, we’ll look to partner with other leading brands to further accelerate their performance.”