B2B alcohol ordering platform Drinks2cash has appointed former Provi executive Christina Stella to its advisory board.
The company, founded by Marcin Lukasiewicz, who was previously VP of global distribution at Dictador Rum, announced the recruitment earlier this week. Stella (below) will bring her “proven US beverage technology expertise” to support Drinks2cash’s “ambition to build a scalable, internationally connected digital ecosystem”.
Stella joined beverage e-commerce business Provi in mid-2021 as director of supplier sales. Based in New York for the duration of her five-and-a-half year tenure, she rose to become senior VP of supplier partnerships via the brand partnerships VP position, before leaving in July.
Her full-time role currently is with vodka-based RTD brand Surfside as senior VP for adult beverage, also out of New York.
“The beverage industry is at a turning point,” Stella said. “Despite its enormous scale, many commercial processes still rely on fragmented systems and outdated ways of working. The opportunity to modernise how suppliers, distributors, and buyers connect and do business is tremendous.
“I’m excited to bring my experience from the US market to help the team scale its vision internationally.”
Drinks2cash founder Marcin Łukasiewicz added: “Christina has been at the forefront of digital transformation in the US beverage industry. Having helped scale supplier partnerships and commercial solutions at Provi, she understands both the complexity of beverage distribution and the enormous opportunity to modernise it.
“Her decision to join our advisory board is an important step in our journey … .”
