SkinnyBrands appoints two new senior team members


Manchester-based SkinnyBrands has announced two new appointments; marketing director, Allan Moffat and operations director, Anthony Carpenter, following a period of considerable growth for the alcohol manufacturer since its launch last year.

Moffat joins the company with more than 20 years’ experience in sales and marketing within the retail sector, having worked to deliver media activation and retail strategies for brands such as Corona, Adidas and Samsung. Moffat will draw upon his experience of establishing new media and marketing functions to bolster SkinnyBrands’ unique offering.

Carpenter joins the company with a decades experience within the operations sector, previously ensuring the effective operational management of a chain of women-only gyms, Ladyzone and TheWellnessSpace, which he co-founded in 2006. Carpenter then went on to establish himself as a director and business consultant, advising on business systems and processes, improving efficiency, reducing administration and utilising software effectively before taking on his latest role at SkinnyBrands.

Following a period of rapid growth for SkinnyBrands, Moffat and Carpenter have come on board to drive sales within the retail and out of home markets and implement operations systems to help with the company’s rapid expansion. In July, the brand announced it had secured the support of one of the world’s largest breweries, Heineken UK, in a deal that launched Skinny Lager into its managed and free trade estate portfolio.

Speaking about the appointments, Tom Bell, SkinnyBrands’ managing director and co-founder, explained: “SkinnyBrands has experienced substantial growth since the launch of Skinny Lager last year, and our ready-to-drink Skinny Cocktails in March 2017. As a company on the cusp of further success, it is crucial to have a strong team in place to implement the strategies to drive stockists, as well as ensuring the business is operating in the most financially and time effective way possible, which will be incredibly important for future growth.

Moffat said of his appointment: “The future for SkinnyBrands is extremely exciting, with listings growing every day to meet customer demand, and enquiries from across the world coming in every week. In a sector that has lacked true innovation in the past, SkinnyBrands is establishing and leading the development of a new category and I’m looking forward to being part of it.”

Carpenter continued: “It’s great to have joined SkinnyBrands at a time of rapid expansion. With listings building quickly it’s hugely important to ensure the back of house business is running in the most effective way possible, in order to deal with growing demand. SkinnyBrands’ current range of Skinny Lager and Skinny Cocktails will soon be expanding, and as product development continues we need to be certain we can continue to deliver everything to the highest standard.”