TIBURON, Calif.--(BUSINESS WIRE)--First Growth Brands Inc. and its flagship brand Faire La Fête, today announced that Ronald Anderson has joined the company as a managing member of the Board of Directors. In his role, Ron will lead the sales and growth strategy for the company’s flagship brand, Faire La Fête, the authentic French sparkling wine. His focus will be on enhancing sales force capabilities and implementing strong route-to-market programs.
Formerly he was a member of the executive committee of Diageo and its Chief Customer Officer where he led the global sales organization. Important to Faire La Fête, in his capacity as Executive Vice President, he led the creation and implementation of their successful transformational route to market strategy. More recently, he was the Chief Commercial Officer at Bacardi. Anderson brings over 30 years in the spirits industry.
Anderson was an integral part of the launch of many globally known brands including Johnnie Walker Double Black, Malibu Rum, Bombay Sapphire, Bailey’s Irish Cream Flavors, Tanqueray and more, with combined sales of $2.5 billion USD.
“We could not be more enthused about having one of the world’s most accomplished beverage executives leading sales,” said Edward Holl, Chairman and CEO of First Growth Brands. “Faire La Fête has big ambitions and Ron’s abilities will help realize them”.
“I look forward to working with the Faire La Fête team. This brand has serious potential and I look forward to guiding it to become one of the most successful French sparkling brands in the United States,” said Anderson.
Faire La Fête, French for “ party with friends” was first introduced in the U.S. in 2015 and today is distributed across major metro markets by Southern Glazers. Faire La Fête is France’s answer to making champagne affordable again by offering consumers the same traditional quality of $50 Champagnes at less than half the price. Faire la Fête is produced by First Growth in Limoux France, the birthplace of champagne in 1531. Sustainably hand-harvested and bottle aged, Faire La Fête has 60% less sugar than tank-fermented Prosecco and fewer calories per drink than a can of WhiteClaw. Faire La Fête is convincing American consumers, who love champagne but couldn’t afford it for daily celebration, that they now can.