Disaronno International has promoted William Mickel  to the position of Vice President, National Sales Manager.

Previously, Mickel served as Regional Director of Control States. He was prompted into this newly created role in effort to further bolster the Disaronno International team supporting its US Distribution network, the company says.

Mickel will report to Brett Dunne, EVP-General Manager, and will oversee the company’s commercial capabilities — including those pertaining to sales, marketing and distributor management.

“Enhancing the leadership team is just one step in furthering the success of the company’s US presence,” says Brett Dunne, EVP-General Manager of Disaronno International, in a press release. “We believe this is an important step for the company to continue to develop and strengthen its awareness in a market we believe has tremendous potential for Disaronno.”

With the addition of this new senior role, along with other organizational changes, Disaronno International is building a larger footprint in the United States, the company says.

This month the brand will announce a new entry into the emerging bitters category. This product will join the recent launch of Disaronno Riserva, a blend of Disaronno and blended Scotch whisky. Disaronno also plans to continue the Icon Project with another high-end Italian fashion collaboration, which will be announced this fall.