Dive Brief:
- Mark Anthony Group founder and CEO Anthony Von Mandl is stepping down as head of the White Claw maker after holding the position for more than 50 years. He will remain with the company as chairman, according to an email sent to Mark Anthony partners.
- Vice Chairman Phil Rosse will become CEO on Jan. 1. Rosse, who has worked with Mark Anthony for 18 years, will become the company’s second CEO since its founding in 1972.
- Von Mandl said challenges, including decreased alcohol consumption, are creating new opportunities for the business. Rosse will be tasked with leading Mark Anthony as it aims to double its business globally.
Dive Insight:
Though Mark Anthony began as a wine company, it now owns White Claw, Cayman Jack, Mike’s Hard Lemonade and Más+ by Messi. The ready-to-drink segment has been a bright spot ina challenging alcohol market, with IWSR predicting continued growth for the beverages.
Von Mandl said RTD growth represents an “opportunity to substantially grow” the business. When consumers choose to drink, they are looking for a "drinking experience" and are searching for pre-mixed options with healthier attributes or different flavors.
Mark Anthony is currently 1% of the global alcohol market, Von Mandl said. The company wants to double that total by taking its brands into new countries.
"Not only do we have unmatched formulation, brand and category creating and building expertise, but we also have the world’s most advanced RTD production facilities," Von Mandl said. "With a razor focused strategy, great execution at all levels, and relentless determination there is no reason we cannot more than double our business globally."
Prior to joining Mark Anthony, Rosse worked with Anheuser-Busch InBev. Von Mandl praised Rosse's track record at Mark Anthony.
“With this new leadership structure in place, I am tremendously optimistic about what lies ahead in our journey to together shape the future of the Global Drinks Industry,” Von Mandl said.
