Campari Group has redrawn its regional responsibility lines in North America, with Ugo Fiorenzo adding Canada to his MD position in the US.
Fiorenzo, who is in the 19th year of his time with Campari, joined the company from SABMiller in late 2004. Starting this week, he will be MD for the US & Canada, having been appointed MD of Campari America four years ago.
The move is a result of the appointment, also this week, of Canada MD Melanie Batchelor to the newly-created post of MD of sales & Rare for the US. Campari set up the Rare unit in May 2021 to “accelerate the growth potential of a select range of super-premium and above brands and individual expressions in the US”. Julka Villa, who headed up the unit from its creation, became group global head of marketing in February last year.
Batchelor returns to the US where she was head of marketing for Campari America for three years until moving to Canada in early 2020.
Late last year, Campari purchased majority control of Kentucky-based Bourbon business Wilderness Trail, spending US$420m on a 70% stake.
