Paulaner USA Appoints Marissa Noboa Brand Director

WHITE PLAINS, NY – (January 21, 2026) – Paulaner USA, the U.S. importer of the renowned Paulaner Brewery, announced today that Marissa Noboa has joined the company as Brand Director. She began the role earlier this month and is responsible for leading all the U.S. brand building efforts for Paulaner and Hacker-Pschorr, two of the world's most iconic beer brands.

As Brand Director, Noboa oversees U.S. brand strategy and portfolio management in close collaboration with global and local partners. Her focus includes developing and executing impactful brand and promotional strategies, driving consumer engagement and growing market share within the competitive U.S. beer landscape.

"We're excited to welcome Marissa to the Paulaner USA team," said Andy Glaser, CEO of Paulaner USA. "Her experience in brand management and successful approach to brand building make her a strong addition as we continue to invest in and grow our presence in the U.S."

Noboa brings in over a decade of experience in spirits and consumer brand management. Prior to joining Paulaner USA, she held brand leadership roles at Pernod Ricard, working across portfolios including Jameson Irish Whiskey, Jefferson's Whiskey, TX Whiskey and Chivas Scotch Whisky. She also brings additional consumer marketing experience from her time at Colgate-Palmolive and Unilever.

"Paulaner USA has established an impressive reputation in the U.S. market, grounded in strong brands and a clear sense of heritage," said Noboa. "I'm excited to join the team and help build on that foundation while supporting the next phase of growth across the portfolio."

Noboa joins Paulaner USA during a time of continued growth in the U.S., adding experienced leadership to support ongoing initiatives and build on that momentum. Her leadership enhances the company's ability to elevate its portfolio, balancing heritage with ambitious long-term growth in the U.S. market. She is a brand champion who brings energy and passion to advancing the vision and strengthening brand equity.

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About Paulaner USA

Paulaner USA is headquartered in White Plains, New York, and imports Paulaner, Hacker-Pschorr and Tsingtao.

About Paulaner

The Paulaner Brewery is one of the largest breweries in Munich, Bavaria in Germany and is part of the Paulaner Brewery Group. The Paulaner Brewery Group unites the brands Paulaner, Hacker-Pschorr, Auer Bräu, Hopf and Thurn and Taxis. Since 1634, Paulaner has represented the finest brewing tradition for top quality crafted beer specialties in Germany and worldwide. Founded (and still being brewed) in Munich, Paulaner and Hacker-Pschorr are two of the six brands allowed to be served at the world-famous Oktoberfest.