Robert Cullins Appointed as Global Chief Commercial Officer of Illva Saronno to Drive Growth and Expansion
On February 25, 2026, Illva Saronno, the proud owner of iconic brands like Disaronno—the world's most beloved Italian liqueur—announced the appointment of Robert Cullins as the company's new Global Chief Commercial Officer (CCO), effective from April 1, 2026. Cullins, who is currently serving as the Executive Vice President for the Americas and CEO of Disaronno International LLC, will assume this new role while maintaining his responsibilities as CEO of the US legal entity.
This strategic move positions Illva Saronno to better navigate the increasingly complex global market while managing its expanding product portfolio, especially following the recent acquisition of Averna and Zedda Piras from Campari. By having a dedicated CCO, the company is poised to respond more efficiently to both domestic and international market demands.
For those unfamiliar with the brand, Illva Saronno has experienced significant growth, establishing an annual consolidated turnover of approximately €400 million and employing over 800 people. The company remains firmly rooted in its Saronno origins while enjoying a broad international presence, with more than 90% of its revenue generated from foreign markets. It operates in over 160 countries, showcasing the strength of its brands among consumers worldwide.
Under his leadership, Cullins will leverage a skilled global commercial team, guiding executives who oversee various geographic areas where the company operates. With a robust career spanning three decades, Cullins has demonstrated exceptional leadership capabilities and a keen understanding of the global beverage market. His journey began at EJ Gallo Winery, where he served as Sales Manager, followed by significant commercial leadership roles at Diageo across Asia and Latin America. His extensive background includes positions as Executive VP/Managing Director for Shaw Ross International Importers and Chief Executive Officer of the Stoli Group in Luxembourg.
Cullins is expected to focus on expanding Illva Saronno's reach while ensuring that the brand continues to thrive amidst growing competition and evolving consumer preferences. This appointment signifies a commitment to not only maintaining but enhancing Illva Saronno's status as a leader in the global spirits market.
The company itself, founded in 1947 by the Reina family, has diversified over the years, with its product lines spanning flavors, alcoholic beverages, wines, ice creams, and baked goods. Known especially for its flagship product, Disaronno, Illva Saronno also boasts other prestigious products such as Tia Maria, Engine Gin, and Sagamore Rye Whiskey, further solidifying its reputation in the world of spirits.
With these appointments and a clear strategic direction, the outlook for Illva Saronno is promising as it looks to flourish under Cullins’ guidance. The spirits industry is dynamic and ever-evolving, and having a seasoned leader at the helm of commercial operations will be pivotal as the company continues to capture the hearts of consumers globally.
This strategic move positions Illva Saronno to better navigate the increasingly complex global market while managing its expanding product portfolio, especially following the recent acquisition of Averna and Zedda Piras from Campari. By having a dedicated CCO, the company is poised to respond more efficiently to both domestic and international market demands.
For those unfamiliar with the brand, Illva Saronno has experienced significant growth, establishing an annual consolidated turnover of approximately €400 million and employing over 800 people. The company remains firmly rooted in its Saronno origins while enjoying a broad international presence, with more than 90% of its revenue generated from foreign markets. It operates in over 160 countries, showcasing the strength of its brands among consumers worldwide.
Under his leadership, Cullins will leverage a skilled global commercial team, guiding executives who oversee various geographic areas where the company operates. With a robust career spanning three decades, Cullins has demonstrated exceptional leadership capabilities and a keen understanding of the global beverage market. His journey began at EJ Gallo Winery, where he served as Sales Manager, followed by significant commercial leadership roles at Diageo across Asia and Latin America. His extensive background includes positions as Executive VP/Managing Director for Shaw Ross International Importers and Chief Executive Officer of the Stoli Group in Luxembourg.
Cullins is expected to focus on expanding Illva Saronno's reach while ensuring that the brand continues to thrive amidst growing competition and evolving consumer preferences. This appointment signifies a commitment to not only maintaining but enhancing Illva Saronno's status as a leader in the global spirits market.
The company itself, founded in 1947 by the Reina family, has diversified over the years, with its product lines spanning flavors, alcoholic beverages, wines, ice creams, and baked goods. Known especially for its flagship product, Disaronno, Illva Saronno also boasts other prestigious products such as Tia Maria, Engine Gin, and Sagamore Rye Whiskey, further solidifying its reputation in the world of spirits.
With these appointments and a clear strategic direction, the outlook for Illva Saronno is promising as it looks to flourish under Cullins’ guidance. The spirits industry is dynamic and ever-evolving, and having a seasoned leader at the helm of commercial operations will be pivotal as the company continues to capture the hearts of consumers globally.
Topics Consumer Products & Retail）
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