Infuse Spirits Group, a portfolio of award-winning spirits brands, appointed Simon Burch as its new Chief Executive Officer. In this role, Burch will oversee day-to-day operations for Infuse Spirits Group, the parent company of Broken Barrel Whiskey Company, develop commercial strategies, achieve revenue goals, and manage the organizational structure.

An industry veteran with 20 years of experience in distilled spirits, Burch most recently served as CEO of Green River Distilling in Charleston, South Carolina. He led a dramatic expansion agenda for the organization, culminating in a sale to Bardstown Bourbon Company last year. He also held multiple executive leadership positions at Pernod Ricard, Diageo, and Moët Hennessy. While at Diageo, Simon led the USA Tequila, Rum, and Vodka brand portfolios before transitioning to Global Head of Smirnoff Vodka, the world’s largest Spirits brand. Subsequently, he joined Moet Hennessy as CMO of Belvedere Vodka.

As part of the agreement, Burch will become a major shareholder in the company and join the current Executive Board of Directors alongside former Founder & CEO Seth Benhaim, who will assume the new title of Founder & Chief Creative Officer.

Simon earned an MBA from Harvard Business School and a Bachelor of Science in Biochemistry and Molecular Biology from Durham University. A UK citizen with USA permanent residence, he currently lives in New York State.

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