One of the pillars of Israel’s spirits industry, over 30 years of extensive activity. A professional figure among the most esteemed, in his many years of activity has assimilated the culture of alcohol & cocktails and educated many generations of bartenders. Rani is a significant part in the assimilation and growth of international brands in Israel.

10 years ago, I was exposed to the wonderful world of marketing, to the thinking behind one of the leading brands in Israel, and to the constant development done to preserve it as such. My marketing journey was fueled by a deep-seated passion, a realization that this was the path I was destined to follow. I started my journey in the alcohol industry six years ago. During these years, I managed the marketing of leading brands and initiated innovative plans and strategies to leverage those brands. I chose to join Global Wine & Spirits a year ago because I knew it would bring precisely what was needed to this industry: groundbreaking strategies, innovation, leadership, and always being one step ahead. My favorite cocktail would probably be based on tequila with smoky notes. I like architecture and interior design and hope to learn it someday. In the meantime, I practice DIY projects in my spare time.

A ‘click’ at first glance with the world of marketing actually started from the medical field and led to 15 years of experience in large corporations, focusing on building strategies and brands in the Israeli market, from the worlds of cosmetics and particularly from the worlds of spirits. How are brands built? How do you develop a long-term strategy? What is the direct connection between psychology and brand building? The fusion of analytics, research, and precision with boundless creativity enables us to continuously push boundaries. Now, I would love to raise a glass of whisky (preferably without ice) to new challenges and breaking glass ceilings!

I believe that creativity is the ability to find solutions, pave the way, and express anything without considering ‘the box’. After studying Art Direction and PPC, I jumped into the cold waters of the alcohol industry, where I have been working for the past two years. There is something special and unique about this field that manages to captivate me every time. I may be young, but I believe that with hard and focused work, a well-organized plan that guides the way, and a lot of love for what you do, anything is possible.