Brazilian Drinks has appointed Marcello Napolitano as commercial and trade marketing director and is integrating the commercial operations of Easy Drinks, Drinkiss and WEWI in Brazil.
New leadership for an integrated commercial phase
Brazilian Drinks, the company behind Easy Drinks and Drinkiss, announced that Marcello Napolitano is taking over as head of commercial and trade marketing. In his new role, he will lead the unified sales operations of Easy Drinks, Drinkiss and WEWI.
The move marks a new stage of strategic reorganization and a push to strengthen the group’s performance in the Brazilian beverage market. The company aims to gain scale, consistency and competitiveness.
WEWI integration targets synergy and sustainable growth
The appointment follows the announcement that Brazilian Drinks has assumed WEWI’s commercial and trade marketing operations. The integration focuses on generating synergies, improving operational efficiency and accelerating sustainable growth for all three brands.
By bringing the portfolios under a single commercial structure, the group expects to align strategy and execution across channels. The goal is to build a stronger, more coherent presence at retail.
Executive with broad FMCG and tech experience
Napolitano has a solid track record in major global FMCG and technology companies. His career includes roles at Neogrid, Hershey, Bacardi, Concha y Toro, Mondelez, Cadbury and Danone.
He has held leadership positions in sales, trade marketing and international business management, with direct responsibility over P&L, channel development and route-to-market strategies.
His experience also covers strategic negotiations and the design of performance-driven commercial structures, particularly in fast-moving consumer goods.
Integrated view of consumer, shopper and point of sale
The integration of Easy Drinks, Drinkiss and WEWI’s sales operations opens a new chapter for Brazilian Drinks. The group plans to focus on stronger brands at retail, guided by a deeper understanding of the purchase journey.
According to Napolitano, the unified structure will enable a more strategic and connected view of the business, from consumer and shopper to the point of sale. Execution quality and distribution excellence will be central pillars.
“By integrating our operations, we gain a more strategic and unified view of the business, connecting consumer, shopper and point of sale. Our focus is to build more relevant brands based on a deep read of the purchase journey, with excellence in execution and retail distribution. We will work cross-functionally with marketing, trade and supply to ensure consistency, expand presence in the right channels and accelerate growth with commercial discipline and profitability,” says Marcello Napolitano.
The plan calls for close collaboration between marketing, trade and supply teams to guarantee consistent positioning and channel choices. Commercial discipline and profitability are presented as non-negotiable priorities.
Data-driven management and stronger in-store execution
With Napolitano’s arrival, Brazilian Drinks reinforces a data-driven management model, with emphasis on commercial discipline and best-in-class in-store execution. The integrated structure is designed to speed up decisions and standardize performance metrics.
The new setup aims to drive the development and competitiveness of Easy Drinks, Drinkiss and WEWI in the Brazilian market. By unifying capabilities, the group seeks to expand distribution, strengthen brand equity and support long-term growth.
