Altamura Distilleries has created the role of international head of brand, with Italian bartender Lorenzo Di Cola taking on responsibilities.
The start-up, which launched its namesake vodka brand last year, has recruited Di Cola from Experimental Group, a cocktail-focused hospitality company, where he was bar manager at the Venice bar for four years. In his new role, he will promote the brand in the on-premise channel.
Altamura’s key markets comprise Italy, the US, the UK and India.
“My first encounter with Lorenzo dates back to August 2022 during the preparations for the Venice Cocktail Week,” said co-founder Frank Grillo. “We consider ourselves incredibly fortunate to have him join the Altamura family, representing our values within the mixology community.”
Speaking to Global Drinks Intel last month, Grillo said Altamura Vodka has “replaced Belvedere and Grey Goose as some house pours”.
“We have to show we’re able to be a global brand, but I think we belong in some other brand portfolio that wants to have something in that super-premium category,” he added. “Grey Goose and Belvedere have pretty much owned that category for 20 years and I think we can play there.”
