René Machon joins Blue Caterpillar as Commercial Director Europe

Blue Caterpillar, the international boutique spirits distribution company founded by travel-retail veterans Michael Gebrael and Christoph Henkel, has appointed René Machon as Commercial Director Europe as of January 1, 2026.

Based in Hamburg, Germany, Machon will lead Blue Caterpillar’s European expansion and development efforts.

Machon brings more than 20 years of international experience in the spirits industry, with a strong focus on global travel retail, market entry, and brand scaling across Europe. He has a proven track record of connecting brand owners with the right distribution partners, building sustainable route-to-market strategies and unlocking growth across both duty-free and selected domestic channels. For Blue Caterpillar, this decision is as much about values and chemistry as it is about strategy and growth.

“We are pleased to welcome René as Commercial Director Europe,” said Christoph Henkel and Michael Gebrael. “René combines deep commercial expertise with an exceptional network across European travel retail and domestic markets. His hands-on entrepreneurial approach and strong alignment with our values make him a natural fit for Blue Caterpillar as we continue to expand our platform internationally. With René based in Hamburg, we now have an even stronger platform to build our European presence.”

From his base, Machon will work closely with brand partners, retailers, and distribution networks across key European travel retail and domestic markets to establish a strong, sustainable footprint for Blue Caterpillar.

“Blue Caterpillar offers a unique platform for brands looking to scale internationally,” Machon said. “I’m excited to work closely with founders and brand owners who are looking for hands-on commercial support and a clear pathway into European travel retail and key domestic markets.”

Since its founding in 2021, Blue Caterpillar has grown rapidly across the Americas, Caribbean, South America, and the global cruise channel. Europe now represents the company’s next strategic growth frontier, with a clear ambition to build a meaningful, long-term European enterprise – without losing its entrepreneurial DNA.

With Machon’s appointment, Blue Caterpillar strengthens both its leadership team and its commitment to building a people-driven, partnership-led presence in Europe.