International boutique spirits distribution company Blue Caterpillar has announced the appointment of René Machon as Commercial Director Europe as of January 1st 2026. Based in Hamburg, Germany, Machon will lead Blue Caterpillar’s European expansion and development efforts.
René 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.
“We are pleased to welcome René as Commercial Director Europe,” said Christoph Henkel and Michael Gebrael, Co-Founders of Blue Caterpillar. “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,” said René Machon. “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, say the founders.
