Congo Names Rappaport CCO
Congo Brands, the Kentucky-based company behind beverage brands Alani Nu, PRIME and 3D Energy, announced today it has hired former Red Bull executive Mark Rappaport to serve as its first Chief Commercial Officer.
Rappaport joins Congo from Red Bull where he spent nearly eight years, most recently as EVP and Chief Commercial Officer for the North America market. At Congo, he will be responsible for “all commercial aspects of the company’s operations,” according to a press release.
Prior to Red Bull, Rappaport served as a sales manager with tobacco company Altria and as senior director of trade marketing and market information at NJOY Electronic Cigarettes, according to LinkedIn. In 2017, he co-founded real estate investment firm Amrap Capital.
“Congo’s brands and their fans speak for themselves,” Rappaport said in a statement. “In full partnership with their valued distributor and retail partners, the Congo team has delivered incredible results. I am confident that this growth is only the beginning and feel honored to play a role in the company’s future success.”
Founded in 2019, Congo has emerged as one of the fastest growing players in the beverage industry, boosted by its breakout brands Alani Nu and PRIME. The brands in Congo’s portfolio are developed by celebrity founders and then operated through Congo’s system.
Alani Nu, which has driven incremental growth in the energy drink and protein drink categories through its adoption by female consumers, reported U.S. retail energy drink sales up 50.1% in the two-week period ending April 6, according to NielsenIQ. PRIME – the trending hydration and energy drink brand founded by YouTubers Logan Paul and KSI – has experienced some recent year-over-year declines after record performance in 2023; PRIME’s hydration line reported sales down -24% while energy fell -59.8% in the same period.
Rappaport joins Congo as the company begins adopting more direct-ship distribution programs. According to Beverage Business Insights, the company this month has continued to embrace direct – which it already offers to Walmart and Target accounts – in a push to expand its availability in retailers who won’t take DSD. But that move has also meant re-negotiating with its DSD partners around the country.
Rappaport also isn’t the only recent addition to Congo’s leadership team. In December, the company hired former Liquid Death and Bang sales director Mark Sherer as its VP of Distribution. On LinkedIn last week, Sherer announced that Congo was seeking to fill a number of sales and marketing positions, including regional director, market manager, trade development manager and more.
Additions have also come with some turnover. Among other recent exits across the company, EVP Sam Wilson left Congo this spring.
Waterdrop Taps Former Red Bull CCO
“Microdrink” maker waterdrop has hired Alexandre Ruberti as its new general manager for the U.S. and the Americas, co-founder Henry Murray announced on LinkedIn yesterday.
Ruberti most recently served as a board member for fast-rising energy drink brand Celsius and previously clocked over 16 years at Red Bull, ultimately serving as president at Red Bull Distribution Company and Chief Commercial Officer at Red Bull North America, before leaving the brand in 2021.
“With an incredible track record in the CPG industry, including leadership roles at Red Bull, Coke Bottlers, Start Ups, and as a former board member at Celsius, Alexandre brings so much experience, passion, and ideas to waterdrop,” Ruberti wrote. “Most importantly though, I got to know Alexandre over quite some time and I know one thing: a passionate leader and team player who does the right thing and inspires everyone around him!”
Ruberti is based out of Miami and will be responsible for overseeing much of the U.S. business. The brand is currently available in retailers such as Target, Walmart, Walgreens and more.