The Marley Beverage Company (MBC) announced Monday that it has appointed Harry Bigelow as president and chief executive officer, according to a company release.
Bigelow has spent more than 30 years in the beverage industry, including executive roles with E. & J. Gallo Winery, PepsiCo, Diageo North America and Red Bull GmbH. He most recently served as general manager and vice president of Red Bull North America.
“I’m extremely excited about the opportunity to take the Marley Beverage Company to the next stage of growth and development,” Bigelow said in the release.
The hire follows several months of the company shifting key executive roles and business strategies. Kevin McClafferty, former president and CEO of Viva Beverages, which markets MBC, announced his resignation in August. McClafferty has since joined former MBC president Robert Nistico at Splash Beverages.
Three weeks later, MBC announced that it had adjusted its branding and sales strategies and would phase out global marketing director Lee Brody. The revised strategies called for further development of branding and in-store sales tactics, according to Craig Thibodeau, senior vice president of sales, who had been running the company up until Monday’s hire. Thibodeau said that the adjusted business model will focus on six regions: the Southeast, the mid-Atlantic, the Northeast, the Midwest, Southern California and the Pacific Northwest. In light of the Bigelow hire, Thibodeau’s future role has yet to be disclosed by the company.
In October, MBC lead investor Gary Shiffman denied claims that he had failed to supply financial support for the previous management team. BevNET had been told that the previous management’s requests for sales and marketing help were rebuffed for budgetary reasons. When briefed of this information, Shiffman said: “that comes as a surprise to me.”
The full release on Bigelow’s hire is below:
SOUTHFIELD, Mich. — The Marley Beverage Company, a Michigan-based new-age beverage manufacturer, is pleased to announce the appointment of Harry Bigelow as President and Chief Executive Officer.
Harry Bigelow has assumed the roll as President and Chief Executive Officer effective June 2, 2014. Harry has more than 30 years of beverage industry experience in both Non-Alcoholic and Beverage Alcohol in North America. Harry held positions of increased responsibility and executive management with E. & J. Gallo Winery, PepsiCo Inc, Diageo North America, and Red Bull GmbH. Harry’s most recent position was General Manager and Vice President of Red Bull North America. In response to his new position, Harry stated, “I’m extremely excited about the opportunity to take the Marley Beverage Company to the next stage of growth and development.” The company looks forward to Harry Bigelow’s experience and leadership skills in building the existing and future business of Marley Beverage Company’s portfolio.
The Marley Beverage Company was created in partnership with Bob Marley’s family to develop a line of natural delicious beverages. Marley’s Mellow Mood, the company’s flagship brand, features relaxation drinks that help the consumer stay “mellow” in today’s do-more world. The Marley Beverage Company is a proud sponsor of 1love, a public charity created by the Marley family to realize Bob Marley’s vision of hope, peace and unity. You can find Marley’s Mellow Mood at convenience, grocery, and mass merchant stores in North America and select international markets.
To learn more about the Marley Beverage Company or have questions about the above content, please visit the company’s official website at www.drinkmarley.com or contact the marketing department at 248.746.7044.