Munich, Germany, April 2026 — air up®, the pioneer of Scentaste™ technology, has announced a major expansion of its executive leadership team, appointing Cristina Kenz as Chief Executive Officer (CEO) and Sina Neubrandt as Chief Marketing Officer (CMO). The appointments mark a significant milestone in the company’s evolution as it accelerates global expansion, strengthens its omnichannel business model, and continues disrupting the beverage industry across both direct-to-consumer and retail channels.
Cristina Kenz transitions into the CEO role after serving as Chairwoman of the Board, succeeding Chris Hauth, who led the company’s initial growth phase and will continue to support air up® as an investor. Bringing extensive leadership experience across the global consumer goods industry, Cristina has held senior leadership positions at PepsiCo, Kraft Heinz, and Danone, where she successfully drove large-scale commercial growth, business transformation, innovation, international expansion, and ESG-focused initiatives. Throughout her career, she has built a strong reputation for combining consumer-centric strategies with operational excellence, enabling sustainable growth across global markets. As CEO, she will focus on transforming air up® into a fully integrated omnichannel organization by expanding its retail footprint while accelerating innovation across its drinking system and scent pod ecosystem.
Joining the executive leadership team, Sina Neubrandt assumes the role of Chief Marketing Officer, bringing more than 15 years of global marketing, brand-building, and communications experience. Prior to joining air up®, she served as Global Senior Director of Communications at Adidas, where she led global communications strategies and built influential cultural narratives across key consumer categories.
Earlier, she held strategic marketing roles at The Absolut Company, contributing to premium brand positioning and international marketing initiatives. At air up®, Sina will oversee the company’s global marketing strategy, brand development, consumer engagement, and communications, supporting the company’s expansion into new markets while strengthening relationships with its growing global customer community.
These appointments reflect air up®’s strategic transition from a founder-led startup into a globally scaled, multi-channel consumer brand. Under Cristina Kenz’s leadership, the company aims to accelerate international growth through a balanced strategy combining direct-to-consumer excellence with expanded retail distribution, while continuing to develop innovative products that redefine healthy hydration through its proprietary Scentaste™ technology.
About air up®
Founded in Germany, air up® is the creator of the world’s first Scentaste™ drinking system, an innovative technology that delivers flavor through scent using retronasal olfaction, allowing consumers to experience flavored water without adding sugar, artificial sweeteners, or flavorings.
Since launching in Europe in 2019, air up® has expanded into 14 countries, including the United States, serving millions of customers worldwide. Backed by more than €60 million in funding, the company continues to pioneer a new category in healthy hydration while investing in product innovation, international expansion, and sustainable consumer solutions.
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