Boutique spirits distribution company Blue Caterpillar has appointed René Machon as Commercial Director Europe, effective 1 January.
Based in Hamburg, Germany, Machon will lead Blue Caterpillar’s expansion and business development across Europe. His remit will cover both travel retail and selected domestic markets.
Machon brings more than 20 years of experience to his new role with a focus on travel retail, market entry strategies and brand development.
As Commercial Director Europe, Machon will establish a sustainable footprint across key European markets and work closely with Blue Caterpillar’s brand, retail and distribution partners, said a company statement.
“We are pleased to welcome René as Commercial Director Europe,” commented Blue Caterpillar Co-Founders Christoph Henkel and Michael Gebrael. “René combines deep commercial expertise with an exceptional network across European travel retail and domestic markets.
“His hands-on entrepreneurial approach and strong alignment with our values make him a natural fit for Blue Caterpillar as we continue to expand our platform internationally. With René based in Hamburg, we now have an even stronger platform to build our European presence.”
“Blue Caterpillar offers a platform for brands looking to scale internationally,” added Machon.
“I’m excited to work closely with founders and brand owners who are looking for hands-on commercial support and a clear pathway into European travel retail and key domestic markets.”
Founded by travel retail veterans Michael Gebrael and Christoph Henkel in 2021, Blue Caterpillar has expanded across the Americas, the Caribbean, South America and the cruise channel. Europe has been identified as the company’s next growth region, with an ambition to build a sustainable business while maintaining its entrepreneurial DNA. ✈
