German spirits company Waldemar Behn has recruited Ricardo ‘Tito’ Gonzalez to the role of Regional Director Latin America and Caribbean, focusing on growing Danish wheat vodka brand Danzka in the Americas region.

 

The appointment, effective 1 March 2015, demonstrates the commitment of the family-owned spirits company to the Americas region, it says, and comes as Danzka prepares to launch Danzka Apple, its first new flavour in 10 years, to the Latin American market.

 

Bringing 15 years of spirits industry experience to his new position, Gonzalez has an extensive background in the region, having worked as an Area Manager at the Cruzan Rum Distillery, Area Manager Latin America for the V & S Spirits Company (Absolut) and Regional Director Latin America for Imperial Brands, Inc. overseeing the duty paid, duty free and travel retail business.

 

His most recent position was on the retail side of the business, as Category Director for Grupo Wisa in Panama.

 

In addition to growing Danzka in the Americas he will be looking to expand the distribution of Dooley’s Original Toffee Cream Liqueur and other brands owned by the company, working with the company’s regional distributors. The Mercosur market has been outlined as ‘a first priority.’

 

“This is the third time in his career that Tito is working with Danzka Vodka over the past 10 years,” says Torben Vedel Andersen, Global Sales Director.

 

“He worked with me at V & S Sprits when it owned Danzka, and again at Group Belvedere’s Imperial Brands, when it owned Danzka. He has a deep understanding of the history and marketing of the brand.”

 

“We are delighted to welcome Tito back to the Danzka family. With his knowledge of purchasing and logistics on the store level and his long familiarity with Danzka in the region, he knows both sides of the business and brings a unique set of skills that will keep the momentum strong as we continue to grow our brands in the Americas,” comments Rüdiger Behn, President of Waldemar Behn.

 

Gonzalez adds, “This is a great opportunity for me to now focus on the brand, especially with Waldemar Behn where Danzka is a priority. I think that the brand has found its home with Behn.”

 

Making their combined debut at IAADFS, Gonzalez will be introducing new Danzka Vodka Apple on the Waldemar Behn stand #223.

 

Having enjoyed a successful launch at the TFWA World Exhibition in Cannes. It is the first flavour expansion for the brand since Cranraz, 10 years ago. The 40%, 80 proof apple vodka was awarded a gold medal in ‘TheFiftyBest’ Vodka awards last September.