PUERTO VALLARTA, Mexico, April 20, 2007 (PRIME NEWSWIRE) -- Viva World Trade, Inc. (Pink Sheets:VVWT) and its Mexican subsidiary Canmex Imports (the "Company", "Viva" or "Canmex"), an importer and distributor of premium alcoholic and non-alcoholic beverages in Mexico, are pleased to announce the appointment of beverage industry veteran Lenin Ruiz Perez as the Company's Vice-President Sales and Marketing.
Mr. Perez has over 30 years of hands-on experience in the beverage industry. He joins the Company after successfully serving as Flavored Alcoholic Beverage Development Manager with alcoholic beverage giant Casa Herradura (el Jimador tequila). In that capacity, he oversaw the development and management of the company's extensive distribution network of over 12,000 retailers.
Casa Herradura was the exclusive distributor of Red Bull in Mexico, selling over 45,000,000 cans in 2006. They also produce New Mix, the leading tequila flavored alcoholic beverage in Mexico, selling over 330,000,000 -- 331ml cans last year. In January 2007, after 136 years in business, Case Herradura was acquired by the Brown Forman Corporation for $776 million.
Prior to his time with Casa Herradura, he served as Commercial Director for Pepsi Centroamerica (2002-2004) and as Corporate Sales Manager of Pepsi Grupo Embotellador Mexicano (1996-2002).
Since 1976, he has been a top performer in the capacities of Distribution Manager (Penafiel Mineral Water, now owned by Cadbury Schweppes), Regional Sales Manager (Jumex fruit juices and beverages), and Distribution Manager (Embotelladora Mexicana, with sales of over $80 Million dollars per year in the USA)
"The addition of Lenin to the Viva/Canmex team is a major accomplishment. His hands-on Mexican beverage industry experience and the depth of his extensive contact network within the sector are unique and invaluable assets to our growing company. I look forward to working closely with him as we expand our nationwide sales and marketing efforts," said Neil Mikkelsen, President & CEO.
About Viva World Trade, Inc.
Viva World Trade, Inc. is an importer and distributor of premium alcoholic and non-alcoholic beverages in Mexico. Viva and its Mexican subsidiary Canmex Imports are the exclusive importer and national distributor of the "mike's hard lemonade" brand family. "mike's hard lemonade" is one of North America's favorite and most successful flavored alcoholic beverages. The Company is also an authorized vendor and distributor for ROCKSTAR Energy Beverages. The ROCKSTAR brand family is a leader in the multi-billion dollar energy drink market. Viva World Trade, Inc. shares are traded over-the-counter on the Pink Sheets -- Trading Symbol: VVWT.
To learn more about Viva World Trade, Inc., visit www.vivaworldtrade.com
Disclaimer: Portions of this press release include "forward-looking statements," which may be understood as any statement other than a statement of historical fact. Forward-looking statements contained in this press release are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. These statements are based on management's current expectations and are subject to uncertainty and changes in circumstances. Actual results may vary materially from management's expectations and projections expressed in this press release.