Buzz Bomb Appoints John Choe, Who Drove 70% Sales Gain, as Western Sales Director
Aspire Biopharma’s wholly owned subsidiary Buzz Bomb Caffeine Company has appointed 25-year industry veteran John Choe as Western Sales Director. Choe previously drove a 70% sales increase as District Manager at Yerbaé from 2016-2025 and brings expertise managing DSD and wholesale partnerships with WinCo, KeHE, and Kroger.
1. Leadership Appointment
On March 17, 2026, Buzz Bomb Caffeine Company, a fully owned subsidiary of Aspire Biopharma, announced the appointment of John Choe as its Western Sales Director. Choe will oversee sales strategy and execution across western U.S. territories, reporting to Aspire’s Interim CEO Kraig Higginson.
2. Choe’s Track Record
John Choe brings 25 years of experience in retail and beverage sectors, most recently achieving a 70% sales increase at Yerbaé between 2016 and 2025. His expertise includes developing brand ambassador programs, conducting S.W.O.T. analysis, and managing direct store delivery and wholesale relationships with partners such as WinCo, KeHE, and Kroger.
3. Strategic Implications
Choe’s multilingual fluency in Korean, Chinese, and Japanese and his history of scaling consumer brands positions Buzz Bomb to deepen retailer partnerships and expand its market footprint. His leadership is expected to accelerate adoption of Buzz Bomb products in both established and underserved western channels.