In his role Gervasi will work closely with Patrón's US distributor partners, and lead the company's “rapidly expanding” Patrón tequila, Ultimat vodka and Pyrat rum sales team.

Gervasi will report to chief operating officer John McDonnell and will also manage development of the Patrón portfolio in Canada.

He has joined from Diageo North America, where he was senior vice president/general manager for California and several western states.

Gervasi has 25 years of experience in the spirits industry, including various senior level positions at Joseph E Seagram & Sons.

Patrón Spirits president and CEO Ed Brown said: “Phil brings with him a wealth of experience, proven management skills, and professionalism that will only help strengthen our growing organisation.”