Former Diageo, Moët Hennessy and Pernod Ricard executive Simon Burch has bought into – and become CEO of – flavoured vodka brand owner Infuse Spirits Group.
The Los Angeles-based company, which has a five-strong line of flavoured vodkas as well as a bitters range, welcomes Burch on board following his departure from Green River Distilling Co in August. Green River’s Kentucky distillery and South Carolina production facility were acquired by Bardstown Bourbon Co in July last year.
Prior to overseeing the divestment of Green River, where he started as CEO in mid-2018, Burch spent almost four years as CMO for vodka brand Belvedere at Moët Hennessy. He also spent seven years with Diageo in North America, three of which were as global director for Smirnoff, joining the division from Pernod’s Corby Spirit & Wine subsidiary in Canada, where he was VP of marketing between 2003 and 2006.
The next stage of his career sees Burch “become a major shareholder” in Infuse Spirits, with founder Seth Benhaim moving across to the position of “chief creative officer”.
The Infuse brand is available in 35 states in the US and sits alongside Broken Barrel Whiskey Co, which sources its Bourbon and rye whiskey expressions from Green River and was also founded by Benhaim.
