Crealis appoints new CCO

Leading closure company Crealis says hiring Jean-Pascal Rey as its new chief commercial officer will strengthen its “strategic international vision”. db reports.

Crealis, a global leader in closure solutions for wine and spirits, has created a new position, that of chief commercial officer, which it says marks “a significant step in preparing the group for its next phase of growth.”

Jean-Pascal Rey has been appointed to the new role, reporting to group CEO Enrico Bracesco, and will lead the international team in charge of distributors and key accounts, as well as take responsibility for implementing the group’s commercial strategy.

“Joining the Crealis Group is a tremendous opportunity to put my experience at the service of a company that embodies excellence, innovation, and sustainable commitment,” said Rey. “In a rapidly evolving sector, I am convinced that the key to success lies in close relationships with our clients and the ability to build high-value solutions together.”

With more than 30 years in omnichannel B2B and B2B2C sales under his belt, Rey has extensive international leadership experience spanning Europe, China and the US through organisations including Whirlpool Corp., Somfy, and Haier. Among the qualities that Crealis believes Rey will bring to the role are his “strong cultural agility” and “a solid understanding of global commercial dynamics.”

“My ambition is to reinforce the group’s international commercial momentum, consolidate our trusted relationships with partners, and support our teams in facing new challenges, with a spirit of openness and shared performance,” Rey added.

Research leader

Last month, Crealis revealed the results of a groundbreaking neuromarketing study carried out in tandem with SenseCatch, which found that the presence of a capsule impacts the shopper’s perceived value of a wine, and its price positioning, with participants assuming that bottles with capsules were more expensive. The study further found that consumers have a subconscious leaning towards wines sealed with capsules, reporting these to have a more “pleasant and persistent” flavour than those without a capsule.

The company has also been a leading voice in the debate over whether foils have a crucial hygienic role to play in the packaging of sparkling wines. Crealis conducted a study in partnership with European reference centre CSI that showed that foils provide a protective capacity against bacterial contamination and mould, with results finding no bacterial or mould contamination present on the neck of a bottle with a capsule or foil, while there was “intense growth” recorded on the bottles without a capsule or foil with “widespread and abundant colonies present on the entire sampled surface.”

Crealis is a global leader group in capping and over-capping solutions for still and sparkling wines, spirits, beer, olive oil, and vinegars. The group owns eight brands: Sparflex, Le Muselet, Valentin, Enoplastic, Rivercap, Maverick, PE.DI, Supercap, and Corchomex, and has 13 production sites spanning France, Italy, Portugal, Spain, the US, Australia, and Mexico.

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