Mercy Adds CEO, Head of Sales

Tomasino appointed chief exec; Giunta was formerly with Red Bull

NEW YORK -- NEU Industries Inc., maker of the hangover-prevention beverage Mercy, has announced the appointment of a new CEO, Luc Tomasino, and a new head of sales, Ryan Giunta.

Tomasino, who is also an investor, was formerly senior vice president and managing director of SDI Media, a dubbing and subtitling firm that serves Hollywood studios and TV companies. He previously worked as general manager at CME Group, a startup that created private TV broadcasts in Eastern European countries where networks had been government owned. His work helped CME raise $700 million in its initial public offering in 1996.

With more than 20 years of international business experience, Tomasino brings an established track record of launching successful startups and bringing companies into high-growth environments.

Giunta, who is an investor in Mercy, has taken the role of head of sales and will be responsible for on- and off-premise accounts in the United States.

He spent nearly 10 years at Red Bull, where he was most recently responsible for the on-premise sales in the East region. He also held various marketing roles and was instrumental in building the brand in New York City. At age 24, he was promoted to marketing manager in Manhattan, and eventually transitioned to on-premise sales, where he introduced the beverage to many high-end nightclubs, including Marquee, Avenue, 1Oak, Butter and LAVO.

During the last two years, he restructured Red Bull's sales team and distribution network in the city and created a new position for the company as the regional on-premise marketing manager.

"We are pleased to have two highly successful executives join the growing Mercy team," said Dave Shor, founder and chairman of Mercy. 

"Luc and Ryan's combined wealth of expertise and industry relationships is a tremendous asset that will deeply enhance the brand," Shor added.

Mercy's blend of amino acids, anti-oxidants and vitamins, consumed during or after drinking alcohol, helps prevent hangovers by boosting the body's natural defenses, detoxifying the liver and replenishing electrolytes, according to the company. Mercy is available at select retail stores, hotels, restaurants and nightclubs in New York City.