XXIV Karat, Los Angeles, announced the appointment of Dan Holland as chief executive officer as well as several additional management executives.
Holland is the former president and chief executive officer of The Rising Beverage Co., Los Angeles, and prior to that served as an adviser for First Beverage Group, Los Angeles. Holland began his career at Mission Beverage Co., also based in Los Angeles, where he served as president for 15 years. During his tenure as president of Mission Beverage, Holland served on many distributor/supplier councils for companies including Coors Brewing Co., Heineken, Guinness, Anheuser-Busch InBev and Glaceau.
“Dan’s been instrumental in the growth of XXIV Karat by aiding us in securing key investments and executing a plan and marketing strategy, which led to our recent distribution into California in addition to Arizona, Michigan, North Carolina and South Carolina,” said Co-founder and current Chairman Nicholas Cowherd in a statement. “Combined with his invaluable experience in the beverage industry, leadership skills and proven track record of innovative management, I’m confident he will continue to drive more brand awareness, distributor exposure and room for expansion.”
Additions to XXIV Karat’s executive management also include the appointment of Craig D’Eletto as executive vice president. D’Eletto is the former chief executive officer of Los Angeles-based Beverage Kings, where he recruited and led a team of highly experienced financial and beverage industry executives. As part of XXIV Karat’s business development, D’Eletto will oversee retail activation, domestic and international distribution, as well as celebrity alignments. Joe Garza also joined the team as the senior vice president of sales. Prior to joining XXIV Karat, Garza worked as the West Coast director of national accounts for brands such as SoBe, Vitaminwater, Fuze and CytoSport Inc. Garza currently leads a sales team of seven key individuals who combined boast more than 100 years of beverage experience.
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