DRY Soda names sales vp

SEATTLE DRY Soda Co. has named Douglas Aitken as vp of sales. Based in Los Angeles, Aitken brings more than a decade of beverage sales, marketing and operations experience to DRY.

In his new role, Aitken will be responsible for overall company sales function, distributor partnership management, national and regional key account development, and strategic planning. He will also provide leadership to DRY’s regional development directors, market coordinators and brand ambassadors.

Most recently, Aitken served for more than four years as business development director for FIJI Water, where he managed sales growth and marketing strategies with key national and regional accounts. During his tenure, FIJI Water grew to be the leading premium water brand, from three million cases per year to more than 10 million cases per year.

Aitken began his career by managing his family’s wholesale bicycle distributorship, Laguna Distributing, and its chain of six retail bicycle stores, Cycle-Logical. In 1995, he left the cycling industry for the beverage world, holding a variety of positions of increasing responsibility with Coca-Cola Enterprises, culminating as branch manager in Bakersfield, Calif., responsible for approximately $35 million in annual revenues and provided leadership to more than 100 employees.