March 3, 2025
Alexander Sterk Appointed as Head of Commerce
Scotch Whisky Investments (SWI) is pleased to announce the appointment of Alexander Sterk as Head of Commerce. With an extensive background in the high-end automotive sector and a proven track record in customer engagement and team development, he brings a wealth of relevant experience that aligns perfectly with SWI’s strategy and ambitions.
Professional Background
Throughout his career, Alexander has held various leadership positions within the luxury automotive industry. He served as Director at Absolute Motors, Audi Centrum Amsterdam, and Louwman Exclusive. Additionally, he successfully ran his own car brokerage, Sterkinautos. Earlier in his career, he was with Kroymans and responsible for the Cadillac, Corvette, and Hummer brands. While the automotive sector has been a constant in his career, his core expertise lies in building and leading teams, developing customer-focused strategies, and creating distinctive customer experiences.
Customer Focus and Exclusivity: A Perfect Match with SWI
In recent years, Alexander has introduced several clients to SWI and observed that these customers appreciate the same personal and proactive approach he values. His philosophy of genuine attention and high-end hospitality seamlessly aligns with SWI’s mission to create an exclusive community where customers feel valued and unique.
With Alexander Sterk joining as Head of Commerce, Scotch Whisky Investments strengthens its position as a leading player in the whisky investment market. His arrival promises to deepen customer relationships and enhance the team, with the goal of delivering an unparalleled customer experience and achieving the company’s growth ambitions.
Michel Kappen
“Alexander’s ability to build authentic relationships and provide customers with the right attention at the right time is truly exceptional.”