Brewer Wells and Young's has appointed Phil Toms to the new post of director of brands, as it attempts to build on the strengths of its individual brands within a diverse portfolio of beers.
Toms will take up the post in November, once he has left Nestlé Cereals where he is Nestlé Brands marketing controller, focusing on its adult brands including Shredded Wheat, as well as portfolio responsibility for health & nutrition initiatives, shopper marketing and new product development.
David Revell, Wells and Young's commercial director, said: "We're passionate about our distinctive range of beers and believe we have the best portfolio of cask ales in the country. Phil has a proven track record in developing brand performance at Nestlé Cereals on brands including Cheerios, Shreddies and Shredded Wheat and has a keen understanding of consumer needs.
"This will be invaluable as he shapes our strategy to build on the individual strengths of a diverse portfolio that encompasses established favourites like Wells Bombardier, rising stars such as Estrella Damm, and right through to the niche beers that include Banana Bread Beer and Young's Double Chocolate Stout."
Toms said: "The alcohol industry is a vibrant and exciting environment despite the many challenges it faces. I'm looking forward to bringing my experience to this stimulating market, exploring the taste profiles and features of the beers and bringing these to life through their individual characteristics and innovative collaboration with retailers."
By Neil Gerrard
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