“2023 should be a good year for the aluminium industry,” C. Brian Hesse, Co-owner, President and CEO of PerenniAL

C. Brian Hesse is co-owner, President, and Chief Executive Officer of PerenniAL, with 26 years of experience in the aluminum industry in a variety of executive leadership, sales and marketing positions. He joined PerenniAL, the then Rusal America, in May 2019 as President and CEO. He led all aspects of the business managing $950 million in revenue per year. He was hired to re-establish, rebrand and lead Rusal’s American operations (after US-imposed sanctions were lifted) for the world’s 2nd largest aluminium company. He has grown the US team from 7 to 19 employees, created a culture of engagement, transparency, and accountability, secured ISO 9001 certification, and returned sales volumes to pre-sanction levels. Since Brian joined Rusal America, aluminium sales tonnes have grown from 129,000 tonnes per year to 346,000 tonnes per year in 2022. 

As an industry-recognized leader in aluminium, he establishes, grows and scales multi-million-dollar B2B metal manufacturing and distribution companies into global competitors. Develops and implements the strategic plan, short- and long-term growth roadmap to drive brand preference and enter new markets and verticals. He integrates finance, sales, marketing, and business development strategies, catapulting sales growth YoY for high product mix businesses. Manages CAPEX and streamlines manufacturing, product development and supply chain using LEAN and Six Sigma processes to improve logistics, shipping and distribution and ensure exceptional client service delivery. During his career, Brian has had extensive global business experience in China, Europe, Mexico, India, and South Korea.

AlCircle: Could you share PerenniAL's journey from its inception? What was the reason behind entering the business of aluminium trading?

C. Brian Hesse: PerenniAL is an aluminium value added products distributor.  We were formed in April 2022 as a result of a management buy out of Rusal America.  PerenniAL’s main purpose was to ensure we continued to serve our long standing customer base and differentiate our supply chain with global suppliers worldwide that are in good standing with the United States.
  
AlCircle: What are the aluminium products PerenniAL is dealing with presently? From where do you source the aluminium & why? Is PerenniAL a supplier of low-carbon aluminium? 

C. Brian Hesse: PerenniAL distributes value-added aluminium products with a focus on billet, primary foundry alloy and slab.  We source globally from India, South Korea, Indonesia and the US. 
 
AlCircle: How do you envision the global aluminium industry in 2023? Which manufacturing industry would be the demand driver for 2023 and the next five years?  

C. Brian Hesse: 2023 should be a good year for the aluminium industry.  Even if moderate, we will see a growth in the demand for aluminium as more industries are turning to aluminium for its sustainability characteristics.  Auto, EV, and building and construction should drive the need for aluminium. 
 
AlCircle: What is your insight into the US administration's 200% tariff imposition on Russian aluminium imports? Will this sanction have an impact on the Russian aluminium industry?  

C. Brian Hesse: The 200% has no bigger impact on the Russian aluminium industry than the 20% tariff that was already in place.  This is simply a headline.  There is no way that Russian producers can bring material into any country with a 20% tariff or a 200% tariff.  

AlCircle: How would you rate your performance for 2022? Do you think aluminium is the most sustainable commodity in the metal world?  

C. Brian Hesse: Our 2022 was the best year the company has had from a sales and profitability standpoint.  There is no doubt aluminium is and will continue to be the most sustainable product.

AlCircle: What was the reason behind PerenniAL's acquisition of Rusal Americas? 
  
C. Brian Hesse: The main reason was so we could continue to serve our loyal customers with a diversified supply chain and be 100% American owned and operated.
  
AlCircle: PerenniAL has operations in which countries? Please share with us your investment plans for 2023. 
 
C. Brian Hesse: PerenniAL serves all of the Americas with value-added aluminium.