Brockmans Gin has appointed former Diageo chief executive Paul Walsh to its Advisory Board, as the brand finalizes a new five-year growth plan designed to double sales.
The drinks industry veteran will help shape the strategy for the next phase of the company’s development, the company says. This strategy will see Brockmans, which is already sold in 45 countries, extend its international footprint, particularly in the U.S.
“I am delighted that Paul has agreed to join us on the exciting next leg of our journey,” says Neil Everitt, Brockmans’ co-founder and chief executive. “His industry knowledge, experience and contacts will help us achieve our ambition of doubling sales and becoming the best super-premium gin business in the world.”
“Paul’s success in developing a multinational business will be particularly relevant as we grow Brockmans’ international presence,” Everitt adds. “We still see huge potential in Europe but also in the U.S., where ultra-premium gin sales grew 25% in 2018. The U.S. market is still in its infancy, several years behind established gin drinking countries in Europe such as Spain and the U.K. This represents a great opportunity that Paul will help us capitalize on.”
Brockmans entered the US market in 2014, and extended its presence from New York, New Jersey and New England to states including Florida, Georgia, Pennsylvania, Tennessee, Colorado, Michigan and Illinois this year.
The additional states, coupled with the appointment of Blue Ridge Spirits and Wine Marketing as a nationwide distributor in September last year, helped boost 2018 sales by 50% in North America, the company says, which also includes a small, but rapidly growing presence in Canada.
Walsh worked as chief executive of Diageo for 13 years, before stepping down in 2013. “I have watched Brockmans’ progress with admiration, over the past few years, and I look forward to playing a part in the next exciting phase of its growth,” he says.