Essential Drinks poaches sales director from First Drinks

By Gemma McKenna

Published: 13 February, 2014

Essential Drinks, part of the Quintessential Brands Group, has appointed Nick Reed to the newly-created role of sales director to focus on driving off-trade growth.

Nick Reed Nick ReedEssential Wines new sales director Nick Reed joins from First Drinks.

Essential Drinks is the business to business spirits supply division of the Quintessential Brands Group and Reed's appointment reflects the company's continued expansion. In 2013 its sales both in the UK and overseas totalled 3.5 million 9 L cases.

Reed was previously business unit director of the grocery channel at First Drinks Brands, part of William Grant & Sons, which moved from number seven spirits supplier in the UK to number two in three years. Reed was with First Drinks for 18 years and prior to that worked in senior sales positions for Reckitt Benckiser and Pepsico.

Essential Drinks is aiming to create one of the leading European independent international spirits companies. Karl Hayes, managing director, said: "Nick Reed is a great addition to the Essential Drinks team and brings with him over 25 years' FMCG experience, working in multinational blue-chip companies. His entrepreneurial flair is a great fit for our company and we look forward to the continued expansion of our spirits supply business with Nick on board."

Reed said: "Quintessential Brands has an interesting and high quality portfolio and I look forward to spreading the word about our capabilities and service and working closely with grocery channels both in the UK and internationally."

The Quintessential Brands company portfolio includes Greenall's Original Gin, BLOOM Gin, Berkeley Square London Dry Gin, Opihr Oriental Spiced Gin and Toussaint Coffee Rum Liqueur which are all produced by G&J Distillers.

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