Voli, the low-calorie, flavoured vodka producer, has poached a senior Whyte & Mackay executive to lead the company.
Jorge Gutierrez, formerly Whyte & Mackay’s Americas VP, has been appointed as Voli’s new CEO, the Los Angeles-headquartered company announced late last week. He replaces Voli’s founder Adam Kamenstein, who stepped down in June.
Gutierrez, who has also worked for Bacardi‘s US unit, will be charged with overseeing the group’s in-house sales and marketing operations.
Voli has also appointed a national sales director, Lee Strader, who will report to Gutierrez. Meanwhile, the company has chosen the firm Park Street to run its import, back office and “resource planning” services.
The company has US rapper and producer Pitbull among its “major” shareholders.
“Voli has clearly demonstrated how category innovation and great product combined with a talented partner in Pitbull can lead to breakthrough sales. We look forward to driving the growth of the brand,” said Gutierrez.
Voli’s “light” vodkas, produced in Cognac, France, come in five flavours; Raspberry Cocoa, Espresso Vanilla, Orange Vanilla, Lemon and Original.