Danny Celoni


Danny Celoni is the CEO of CUB. Danny joined us from PepsiCo, where he was CEO of their Australia, NZ & South Pacific business. Danny commenced his beverages career with Diageo in 1996 where he rose, over a 17-year career, to become Commercial Director for Australia, NZ & South Pacific. In his time with Diageo, Danny also held senior executive roles in Singapore, Korea and Thailand.

Nicole McMillan

General Manager, Marketing

Nicole McMillan is CUB’s General Manager Marketing. With over 20 years’ experience in FMCG, Nicole’s most recent role was for DKSH Consumer as Vice President FMCG in Hong Kong. Nicole holds a Bachelor of Business with a Major in Marketing and Tourism from Victoria University and is a GAICD graduate from the Australian Institute of Company Directors.

Adam Forsyth

General Manager, Finance

Adam Forsyth is CUB’s General Manager, Finance. After commencing his career at KPMG as a Chartered Accountant, Adam has held multiple roles in Finance at CUB and Treasury Wine Estates since joining CUB over 16 years ago. Most recently Adam has been CUB’s Finance Director, focussing on Planning & Performance Management, Revenue Management, Commercial Finance, Pricing, and Systems & Reporting.

Ricarda Mellor

Head of Human Resources

Ricarda Mellor is CUB’s Head of Human Resources and is responsible for leading the company’s HR function. Ricarda has held a variety of roles in human resources in the liquor industry including various roles with Lion, Endeavour Drinks Group and Australian Liquor Marketers, supporting Corporate, Commercial and Supply Chain functions. Ricarda partners with the business’ most senior stakeholders to drive its strategic change and people agenda.

Adrian Benson

Group General Manager, Logistics

Adrian is the Group General Manager of Logistics for CUB. Across 15 years with CUB across Sales and Logistics, Adrian has held a variety of positions, including National Strategy Manager, Head of Customer Supply Chain and General Manager. With a background in both sales and logistics, Adrian is dedicated to developing his team and department for increased optimisation and efficiency.

Caroline Aspridis

General Manager, Manufacturing

Caroline Aspridis is CUB’s General Manager, Manufacturing. Caroline started at CUB as an Operations Graduate in 2002 before being promoted to various senior roles in Supply and Logistics. Prior to taking on her current role, Caroline was a GM Manufacturing at Asahi Beverages.

David Stingl

General Manager, Fire & Earth Ventures

David Stingl is CUB’s General Manager, Fire & Earth Ventures. He has been with the business for more than 20 years in senior sales roles. David holds an MBA from The University of Queensland.

David’s Fire & Earth Ventures team is responsible for CUB’s craft businesses, eCommerce and brand experiences.

Denise Farfalla

Group General Manager, Indirect Procurement

Denise Farfalla is the Group General Manager, Indirect Procurement. Denise has over 20 years’ experience in Procurement working across leading companies including IBM, ANZ and Telstra. Denise joined CUB in 2012 and since then has held various management roles in Procurement and is responsible for having led large-scale projects and negotiations.  Denise is passionate about Procurement and the ability to lead and develop people to achieve great outcomes.

Dean Robinson

Group General Manager, Business Services

Dean Robinson is CUB’s Group General Manager, Business Services. Dean joined CUB in 2015 after a broad career in FMCG retailing that included state operations, category management, internal communications, IT project management and operational support roles.

With multi-regional experience from leading teams across India, south-east Asia, Australia and New Zealand, Dean and his team are responsible for providing highly effective and efficient commercial, financial, people and technical services. Dean has a Master of Business Administration (Leadership and Communication) from Deakin University.

Peter Bingeman

General Manager, Sales

Peter Bingeman is the GM of Sales for CUB Beer. Peter has 25 years’ experience in the FMCG industry across leading companies. He started his career with Procter & Gamble, working across sales, marketing and supply chain. He then joined Cadbury Schweppes as GM of Strategy involved with M&A and rose to Sales Director of Cadbury. He was involved with the integration of Cadbury and Kraft becoming Mondelez where he became Managing Director of south-east Asian division. Returning to Australia, he was the inaugural CEO of Visit Victoria. Peter holds a Commerce and Arts degree majoring in Economics, Marketing and Philosophy from Melbourne University and is a GAICD graduate from the Australian Institute of Company Directors.

Michael Ritoli

General Manager, CUB Premium Beverages

Michael Ritoli is CUB’s General Manager, CUB Premium Beverages. Michael has over 25 years’ of experience in the beverage industry and has held a number of positions in sales and human resources across various companies. Prior to this, Michael was General Manager, Sales at Asahi Beverages for eight years. He is also an Executive Board Member of the Drinks Association.

Asha Skyring

General Manager, Strategy & Analytics

Asha is CUB’s General Manager, Strategy & Analytics. Asha joined Asahi Beverages in 2017 leading Asahi Premium Beverages’ Category, Revenue Management, Trade Marketing and Planning function. Asha has approximately 20 years’ experience working in FMCG companies in various Sales and Category roles.  Her Strategy and Analytics team is responsible for Strategy, Category Development, Revenue Management and Data Analytics. Asha holds a Bachelor of Commerce (Marketing) from Griffith University.