Generous Brands Names Andrew Katz Chief Marketing Officer

Former Athletic Brewing CMO joins Generous Brands to lead marketing and accelerate growth across its portfolio of leading beverage brands

Generous Brands today announced the appointment of Andrew Katz as Chief Marketing Officer, bringing one of the beverage industry’s leading modern brand builders to the company’s executive leadership team. Katz will lead marketing across the Generous Brands portfolio, focused on strengthening its market position, deepening consumer connections, and accelerating growth across the company’s premium refrigerated beverage platform.

Katz most recently served as Chief Marketing Officer of Athletic Brewing Company, contributing to the brand’s continued momentum and leadership in the rapidly expanding non-alcoholic beer category. His career spans leadership roles at some of the world’s most recognized consumer brands, including PepsiCo, American Express, and Heineken, complemented by the entrepreneurial perspective gained from building a company as a startup founder.

“Andrew combines world-class brand-building expertise with a bold, disruptive approach to growth,” said Steve Cornell, Chief Executive Officer at Generous Brands. “He knows how to build brands people love and how to turn that connection into meaningful, measurable results. His challenger-brand experience and modern marketing approach will be instrumental in shaping the future of Generous Brands.”

At Generous Brands, Katz will lead the company’s integrated marketing organization, bringing together brand strategy, consumer insights, creative development, performance marketing and strategic partnerships to deepen connections and strengthen market impact. His appointment comes as the company continues its growth mission as the #1 share company in the refrigerated, better-for-you beverage category across a portfolio that includes Bolthouse Farms, Health-Ade, and Evolution Fresh, alongside a strategic partnership with SAMBAZON.

“The opportunity to help shape the next chapter for this collection of iconic brands is incredibly compelling,” said Katz. “Each has a distinct legacy, a loyal following and meaningful potential ahead. I’m excited to work alongside the team to build on those strengths, tell their stories in fresh and relevant ways, and create deeper connections with the people and communities they serve.”

Katz’s appointment marks the latest step in the company’s continued investment in its marketing capabilities and broader growth strategy. He will work closely with leaders and teams across the organization to translate that strategy into meaningful brand and business impact.

About Generous Brands

Generous Brands brings fresh, vibrant nutrition to market through its leading brands, Bolthouse Farms, Health-Ade, Evolution Fresh, and SAMBAZON beverages. Bolthouse Farms is a pre-eminent provider of chilled juice, smoothies, shakes, and protein drinks. Health-Ade is the fastest growing kombucha brand, dedicated to creating bubbly beverages that boost gut health. Evolution Fresh is a premier cold-pressed juice brand with national availability. SAMBAZON beverages bottle the superfruit power of açaí in juice and natural energy cans.