DISTIL APPOINTS COMMERCIAL DIRECTOR AND ANNOUNCES NEW UK DISTRIBUTION AGREEMENT

Alex Baker, Commercial Director

Strategic moves will support accelerated growth ambitions as part of business remodel

Distil Plc (AIM: DIS), owner of premium drinks brands RedLeg Spiced Rum, Blackwoods Gin and Vodka, TRØVE Botanical Vodka, Blavod Black Vodka, and Diva Vodka has today announced the appointment of Commercial Director, Alex Baker, a new role created as it remodels for accelerated growth.

The announcement has been made in conjunction with the news that Distil will be entering a new distribution agreement with Marussia Beverages UK, following the decision to withdraw its portfolio of spirits from long-term UK distributor, Hi-Spirits.

APPOINTMENT OF COMMERCIAL DIRECTOR

Alex brings a wealth of experience to the business. Having begun his sales career at Nestle Purina, Alex moved into the drinks industry with an appointment at William Grant & Sons, where he led the commercial delivery of key retail partners including Sainsbury’s, Morrisons & Waitrose, building long term, profit growth for brands such as Glenfiddich, Hendricks & Sailor Jerry.

Recently, Alex has held the position of Business Unit Controller, Grocery, eCommerce, Convenience and Discounters at Hi-Spirits, where he was responsible for leading a team and delivering off-trade performance across a broad portfolio, including Distil brands.

Alex will play a pivotal role in delivering Distil’s growth ambitions as it remodels its business. He will be responsible for directly managing major UK off-trade customers, as well as leading the continued drive to expand and open new export markets.

The move will give Distil direct contact with customers, allowing for closer and more agile account management, control of promotional planning and delivery of strategically aligned brand plans to drive visibility and growth, as well as providing the opportunity to remove costs at a time of increasing pressures across the supply chain, which is expected to continue in the near term.

PARTNERSHIP WITH MARUSSIA

In order to effectively service the UK on-trade and regional retail within its new business model, Distil is delighted to announce a new partnership with Marussia Beverages, which will come into effect from 1 October 2022.

Part of the Swiss-based Marussia Beverages Group, Marussia is the UK‘s leading artisanal spirits business.

The Marussia team will be responsible for managing key national and regional retail accounts, as well as playing a key role in successful New Product Development.

Trevenon Weeks, MD Marussia Beverages UK, said; “We’re delighted to be working with Distil across its brands which complement our existing portfolio.

We are particularly excited to be adding Blackwoods to the portfolio at such a significant time for the brand. The launch of the new vintage and build of its new brand home on the Ardgowan Estate, which is progressing apace, provides us with a fantastic opportunity to help shape the future of the brand.

Redleg is one of the UK’s fastest growing brands, and we expect to accelerate this growth further in our key national and regional on trade customers.

We look forward to working closely with the team across its portfolio to see where we can take the brands.”

COMMENT FROM EXECUTIVE CHAIRMAN

Don Goulding, Executive Chairman Distil, comments: “We are excited to welcome Alex Baker to the team in the newly created role of Commercial Director, directly responsible for all sales across domestic and international markets.

His wide experience within the premium spirits market and close knowledge of our brands and customers is invaluable to help drive our business forward and deliver strong results to support our growth ambitions.

We are also delighted to announce the distribution agreement with Marussia Beverages UK. Aligning with our ambitions, we’re confident that Marussia Beverages UK is the right distribution partner for our brands, and look forward to working closely with MD, Trevenon Weeks, and his teams to increase our on-trade and regional retail brand presence and activities.

This significant change represents part of a wider business remodel for Distil. Providing undistracted focus on Distil’s portfolio of brands, it will help us to manage cost increases more easily, and better serve our customers to deliver accelerated growth plans.”