Metacask, an online platform for buying and selling spirits including whiskey and tequila, has announced the appointment of a new CEO, Rob Hollands.
Metacask digitalises physical products such as investor grade casks and bottles utilising blockchain and NFTs.
These NFTs serve as digital deeds, with complete transparency – not just in possession and provenance, but also for the purposes of price discovery.
This also means that the underlying asset can be traded digitally, and instantly on the Metacask marketplace. No more paper-based certificates to assign ownership which was previously the case.
Holland’s role will focus on the growth strategy for the firm’s B2C platform, as well as Trakr, a new inventory management and asset tracking SaaS solution that launches this month.
Trakr enables brands, distillers, producers and warehouses to track and manage their entire process of spirits production from grain to bottle.
Holland will oversee the growth of the global team, working with a leadership team in the US, Singapore and South America. His role also involves securing new strategic partnerships for the platform.
Prior to joining Metacask, he was Managing Director at SharpEnd / io.tt, where he operationally led the business as well as key accounts, including Estée Lauder Companies and Diageo.
He has also spent four years as MD at Anthem Worldwide and nine years as Digital Director at Schawk and Anthem in Europe where he was responsible for key clients including American Express, Elizabeth Arden, Nestlé, Guinness World Record, and BP.
And he co-founded digital agency Untitled, which was sold to the SGK/Matthews group in 2010.
