The leading Swedish cider brand has appointed former off trade director Neil Robinson as its new sales director across both channels.
Robinson joined Kopparberg nearly nine years ago, during which time the brand has become the most popular alcohol brand amongst 18-34 year olds in the UK. He initially managed all UK grocery multiples, before going on to manage the total off trade channel for five years.
Effective immediately, Robinson will be responsible for the off trade, on trade, cash and carry and routes to market, whilst an internal restructure has taken place to create a new senior sales team to drive the business channels forward. Anthony Clarey, who is stepping down from the operational role of on trade sales director to pursue other business interests, will remain involved in the Kopparberg business on a consultancy basis.
Robinson’s role as sales director for the on and off trade will see him developing Kopparberg’s core packaged business, alongside the brands premium draught proposition, evolving further NPD and supporting on trade UK pub businesses with initiatives that will encourage greater footfall.
Peter Bronsman, owner and MD of Kopparberg Breweries, said: “Neil’s experience in the off trade channel has been invaluable to the business, delivering brilliant results as our UK business has grown YoY. He has a strong understanding of Kopparberg and our central vision for being the UK’s number one fruit cider brand across both the on and off trade. Neil’s appointment comes at an exciting time for the brand, with category defining NPD launching this year.”
Robinson said: “I’m honoured to be taking on this new role, of which Anthony has made fantastic groundwork for me to build from. The off trade continues to see positive volume growth, but we need to be careful to grow in the right way. My new role will see new challenges in terms of leading the On Trade and aligning with continually evolving retailer and market trends, which is more important than ever.
“I am looking forward to working closely with the wider sales team, marketing, the brewery and the new senior sales team to develop the Kopparberg brand for our customers and continue to drive the total cider category.”
Kopparberg launched several new products last year in the UK, including Kopparberg Rhubarb, Kopparberg Passionfruit, and their first draught variant Kopparberg Black.