Mocktails Hires Brian Barrett as SVP Hospitality
After more than three years doing business exclusively in the U.K., non-alcoholic cocktail brand Mocktails has hired former GoTab SVP as its SVP of Hospitality to support its return to the U.S. market.
Founded in Massachusetts in 2012 by CEO Bill Gamelli, Mocktails was an early entrant into the non-alcoholic alternative beverage category. The brand built up a retail distribution footprint in natural and conventional channel retailers in its initial years, but in 2018 the company put its U.S. business on hiatus to relocate production to the U.K. where the non-alcoholic beverage trend built early momentum. Now, as American consumers increasingly seek to reduce their alcohol intake, Mocktails is re-entering the market with reformulated products and an expanded team.
“We’ve got great brands like Athletic [Brewing Co.] and Partake and a few others here in the U.S., but there’s 80 to 90 non-alcoholic brands over in Europe right now and they all will be coming to the U.S. The U.K. and the E.U. are just ahead in the cycle. So it turns out, years ago, that if we wanted to be a part of the Renaissance, we had to be where the Renaissance was happening. So we were a part of that movement and revolution, redefining what a non-alcoholic cocktail, or what a mocktail, can be.”
Mocktails is currently available in the U.S. online direct-to-consumer and with Amazon, and has partnered with a food service distributor to target on-premise accounts, Gamelli said. As well, the brand is now in Town & Country Market stores where center store director Dwight Richmond has worked to build an adult non-alcoholic beverage alternatives set, he added.
According to Gamelli, Barrett is the latest of several new hires to help support Mocktails’ U.S. relaunch. Last fall, the company brought on CMO Pooja Sharma-Jones, a creative director and a head of global logistics, bringing its full time team to 10 employees. Gamelli said the company is still looking to fill more positions in both the U.S. and the U.K., with expectations to grow the team to 15 or 20 members by the end of the year.
Gamelli said that hospitality accounts are a key target for Mocktails and Barrett, who has over 30 years of experience in the channel, will help carve out a strategy for the brand. In particular, Gamelli noted that a presence in hospitality gives Mocktails more exposure at social events where NA alternatives are frequently absent.
“We were really excited to bring [Barrett] on board because he’s a tremendous asset to the company,” Gamelli said. “He’s a proven leader and someone that can really help us build out our hospitality ecosystem not just in the U.S. but throughout North America.”
Laird Superfood Hires New SVP of Sales
Laird Superfood’s nationwide expansion efforts have received a boost with the addition of Daryl Moore as its new Senior Vice President of Sales, the company announced Friday. Moore – a veteran of Bulletproof Nutrition, Performance Kitchen Crafted and Starbucks – will oversee “strategic and aggressive growth” in wholesale channels, according to a release.
“I am overjoyed to be joining the Laird Superfood family as its newest SVP of Sales,” Moore said in a statement. “My passion for brands that are steadfast in their values to do better for consumers, for our planet and for our communities, coupled with this team’s unmatched enthusiasm has the power to be something truly dynamic and unstoppable. I can’t wait to see all that we accomplish.”
Moore joins the plant-based powder beverage and snacks brand just two months after it announced the appointment of Jason Vieth as CEO in January, who came to the publicly traded company from Sovos Brands.
“We are delighted to have Daryl at the helm of our Laird Superfood Sales team,” Vieth said in the release. “His deep experience and understanding of the nuances that come with the CPG landscape, along with his fresh perspective will allow us to reach even more consumers with our products and continue to innovate in the wellness space.”
Super Coffee Appoints Tyler Ricks as President
CPG veteran Tyler Ricks has joined functional beverage brand Super Coffee as president, bringing another experienced hand to the company’s leadership team as it explores potential M&A opportunities. The company told BevNET at Natural Products Expo West 2022 that Ricks, the founder and former CEO of Yumnuts Naturals and a prolific investor and board member in food and beverage brands, will play a key role in scaling Super Coffee as it continues its nationwide expansion.
In a LinkedIn post this week, Ricks announced his role at the brand by praising Super Coffee’s founders and company culture.
“[Not] all cultures are created equal and great cultures start with amazing leaders. I choose Positive Energy!” he said. “Thank you to Jimmy DeCicco, Jordan DeCicco and Jake DeCicco for building something special and for a great first week filled with Hard Work and Some Fun (SXSW networking, Spurs Game, Green Beverages). I am humbled and honored to join the SuperSquad.”
More Moves from Around the Industry:
- Former Vox Media SVP of content Armando Turco joined Oatly this month as executive director of brand and creative for North America, according to LinkedIn.
- Chris Thompson has left his role as a regional sales manager for LIFEAID to join Texas-based sparkling water brand Rambler as its national account manager. Rambler told BevNET at Expo West that it is aiming to grow its retail presence this year in new markets.
- Supply chain consulting and services firm Tompkins Solutions announced that it has named Brian Crowle as VP of sales, responsible for developing and implementing turnkey material handling solutions for its customers. Crowle previously served as director of storage and automation for Toyota.
- Sustainable spirits company Holy Seed Beverage Group has named former Belvedere Vodka CEO and president Rodney Williams to its advisory board.