DEAN & DELUCA, a leading purveyor of fine food, announced Peter Hall as President DEAN & DELUCA Consumer Brands. Peter will create a new division, Consumer Brands, to further develop the DEAN & DELUCA brand outside its stores.

Peter comes to DEAN & DELUCA with over 20 years in the beverage industry working with highly iconic premium brands such as Heineken, XX, Beringer and Johnnie Walker. Most recently he was Senior Vice President of Business Development and Chief Commercial Officer at HEINEKEN Americas, working across North and South America and the Caribbean with XX, Tecate, Newcastle Brown Ale and Heineken.

“DEAN & DELUCA is a dynamic brand that is growing at an incredible pace,” says Peter Hall. “I’m thrilled to take on this new role and grow the Consumer Brand division from the ground up. With exciting developments already underway, the potential for future growth is incredibly strong with this well-respected heritage brand.”

Products within the new Consumer Division will focus on the development of new brands endorsed by DEAN & DELUCA, some of which may focus on collaborations with personalities outside the food space. The first introduction within the Consumer Division will focus on products developed for athletes.

“DEAN & DELUCA is focused on continuing to elevate our customers’ luxury lifestyle experience,” says Sorapoj Techakraisri, chief executive officer of PACE Development Corporation, the parent company of the DEAN & DELUCA brand and markets worldwide. “The Consumer Brands division will continue to deliver on this promise beyond the four walls of our stores.”

“DEAN & DELUCA continues to expand its brand experience across multiple channels in the luxury lifestyle sector,” says DEAN & DELUCA Chairman Charles Finch. “Peter’s business development expertise is exactly what we were seeking when embarking on projects within the Consumer Brands division. He’s already hit the ground running, and we’re excited to share our brand expansions in the coming months.”