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To keep pace with its rapid expansion as the cannabis company with more brands in its portfolio than any other enterprise in the category, Vertical hired three new directors with more than 40 years of experience in the CPG and beer, wine and spirits industries.
Jevon Lake joins as VP of Sales, and Nelson Giacommeto and Kevin Henry will serve as Directors of Brand Management. These new additions strengthen Vertical’s place as the industry leader in seed-to-self supply chain. With a corporate team with decades of experience in influential roles in the alcohol and CPG industries, no cannabis company is better positioned to continue adding top-shelf brands as the cannabis industry in the U.S. undergoes an enduring shift and enters the mainstream.
Please find a release below that you can print or repurpose for your publication. We’d also like to offer a conversation with J. Smoke Wallin, Vertical’s President. Can we connect on the latest major industry news and defection of more elite talent from alcohol to cannabis?
Cannabis Leader Vertical Companies ™ Attracts Three New Director Hires to Continue Unprecedented Seed-to-Sale Expansion
AGOURA HILLS, Calif. – Vertical Companies, the leading vertically integrated seed-to-sale cannabis company with more brands in its portfolio than any enterprise in the category, has announced three new director hires to strengthen Vertical’s industry-leading position.
Jevon Lake joins as Vice President of Sales, and Nelson Giacommeto and Kevin Henry will serve as Directors of Brand Management. Combined, they represent more than 40 years of experience building an impressive list of renowned, world-class brands, notably in the beer, wine and spirits fields.
- Smoke Wallin, Vertical’s President remarked, “One benefit of being a leader in a hyper growth industry is our ability to attract top talent. Jevon, Nelson and Kevin bring excellence in branding and sales execution to our growing team.” Wallin, a serial entrepreneur who spent over 25 years building brands and distribution in beverage alcohol and served as Chairman of the WSWA continued, “Making the transition from best in class companies in the beverage alcohol and CPG world to cannabis is proving to be seamless.”
Vertical’s new VP of Sales, Jevon Lake will lead Vertical’s rapidly expanding sales organization. With 20 years of diversified CPG/FMCG experience in progressive beverage alcohol sales management, he held influential roles with Anheuser-Busch Inbev, E&J Gallo, William Grant & Sons and Pernod Ricard USA. He has spent time on the supplier, distributor and commercial sides, with focused innovation in accelerating and launching brands, developing high-performing teams, maximizing strategic analytics, and streamlining route-to-market efficiencies.
Nelson Giacommeto, Director of Brand Management, spent the prior 15 years launching and expanding luxury and premium brands, including LVMH and Pernod Ricard; in 2017 Haute Living named him as one of the top five “power players” in the beverage and spirits industries. Nelson has specialized in cultural tentpole activations and has created dynamic commercial strategies focused on presence and visibility.
A second new Director of Brand Management, Kevin Henry joins from iconic Italian beer brand Peroni, where for seven years he oversaw sustained double-digit U.S. growth as National Director of Brand Development in the MillerCoors family. After transitioning from a successful singer-songwriter and music producer career with original songs appearing on numerous television shows (Friends and Days of Our Lives), Kevin went on to manage the Grey Goose, Absolute Vodka, Miller Lite and Blue Moon brands.
Unmatched in its number and quality of portfolio brands, Vertical is expanding exponentially. Vertical’s seed-to-shelf supply chain covers everything from cultivation to manufacturing to branding to distribution. Vertical’s growing stable of 30 brands delivers top-shelf flower, pre-rolls, oils, edibles, vapes, and health and wellness solutions; it will soon add beverages. Vertical is now among the largest cannabis license holders in California, and one of the largest firms in the global cannabis industry.
In September, Vertical announced a partnership with rap icon The Game to bring his line of premier cannabis products (Trees By Game) to retail locations through California. Three months prior, Vertical partnered with Galenas on better care strategies for patients through the legal medical marijuana market in the state of Ohio.