Norway-based OSS Craft Distillery has tapped a former global brand director at Pernod Ricard to become its CEO.
Henrik Ellström has started with the Bareksten Spirits portfolio owner this week. The move brings to an end his near-12-year career with Pernod Ricard, where he spent the last three and a half years overseeing the group’s vodka flagship, Absolut.
Founder Stig Bareksten makes way for Ellström and will assume a position with a “full focus on product development and commercialisation”, the company said.
“I am impressed by what Bareksten has achieved with limited resources but with a lot of passion combined with strong entrepreneurship,” said Ellström. “It feels very motivating to have the opportunity to lead the development of Bareksten going forward, to take the brand to the next level internationally and to challenge the more established brands in our categories.”
Last month, OSS, which commenced operations in 2016, added a ‘botanical vodka’ to its gin, aquavit and RTD range.
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