Suntory Global Spirits has named Seth Lorenz as its U.S. Chief Sales Officer. Lorenz will be responsible for managing the P&L for the company’s U.S. commercial business, including managing distributor and customer relationships and delivering sustainable, profitable growth within the U.S., one of the company’s largest markets.

“Seth’s proven track record in sales leadership and his deep understanding of the spirits market make him the ideal candidate to drive our growth in the U.S.,” Carlo Coppola, President of North America for Suntory Global Spirits, said in a news release. “His commitment to excellence and ability to inspire teams will be invaluable as we continue to strengthen our position in this critical market.”

Lorenz brings more than 25 years of experience in the spirits sector, most recently serving as Chief Sales Officer at Mast-Jägermeister U.S., where he led the team to deliver significant market share growth through his disciplined leadership style and ability to simplify complex strategies. Prior to that, he held roles of increasing responsibility for more than 20 years at Diageo, with experience leading Commercial Excellence teams, Open States, National Accounts and more.

“I am honored to join Suntory Global Spirits and lead the sales efforts in such an important market,” Lorenz said. “I look forward to working with the talented team here to build on the strong foundation laid by Dave Turo and to further enhance our brands’ presence and performance in the U.S.”

Lorenz succeeds Dave Turo, who was recently named EVP, Managing Director – Suntory Global Spirits Portfolio at Southern Glazer’s Wine & Spirits. Turo served as Suntory Global Spirits’ U.S. Chief Sales Officer since July 2022. Lorenz’s appointment is effective as of January 5 and he will report to Carlo Coppola, North America President.

Read more: Suntory Releases Limited-Edition Toki Black