Innovation Beverage Group Names Sahil Beri Interim CEO
United States, Friday, 3 January 2025.
Sahil Beri steps in as interim CEO of Innovation Beverage Group to spearhead expansion into the Eastern U.S., following Dean Huge’s resignation, aiming to capture new market opportunities.
Leadership Transition and Strategic Vision
Innovation Beverage Group (IBG) has appointed Sahil Beri as interim CEO effective January 3, 2025, following the departure of former CEO Dean Huge [1][3][4]. Beri, who has served as Chairman and COO since 2022, brings a decade of beverage industry experience to the role [1]. The leadership change comes at a crucial time as the company prepares for significant market expansion, building upon the foundation established during Huge’s tenure, which included successfully navigating the company through its initial public offering [3].
Eastern U.S. Market Expansion
The company has already initiated its expansion strategy through a strategic Sales Services Agreement with Blue Ridge Spirits & Wine Marketing, based in Atlanta, Georgia [3][4]. This partnership marks a significant step in IBG’s broader strategy to establish a strong presence in key North American markets [1]. The company reports positive early responses from retailers and distributors, with initial orders already being processed and inventory prepared for shipment [3].
Product Portfolio and Market Position
IBG operates from its headquarters in Sydney, Australia, with a U.S. sales office in New Jersey, managing an impressive portfolio of 60 formulations across 13 brands [1][4]. The company’s commitment to quality is evidenced by its award-winning products, including their flagship Australian Bitters, which secured a Gold Medal at the 2018 Los Angeles Spirits Awards, and BITTERTALES, which achieved Best in Show and Platinum Medal at the 2020 LA Spirits Awards [3].
Future Outlook
Under Beri’s leadership, IBG is positioning itself for what it anticipates will be a promising 2025, focusing on meeting the growing demand for premium cocktail products [1][4]. The Eastern U.S. expansion represents a strategic move into what Beri describes as ‘a dynamic and vibrant market with a deep appreciation for classic cocktails’ [3]. The company’s growth strategy includes leveraging its existing partnerships, including its collaboration with Coca-Cola Europacific Partners in Australia [1].