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Carlsberg ramps ups executive team with on and off-trade sales directors

Published:  17 October, 2014

Carlsberg UK has ramped up its executive team with the appointment of two new sales director roles to manage the brewery's on-trade and off-trade operations, freeing up James Lousada to concentrate fully on his role as chief executive.

James LousadaJames Lousada

Carlsberg UK has ramped up its executive team with the appointment of two new sales director roles to manage the brewery's on-trade and off-trade operations, freeing up James Lousada to concentrate fully on his role as chief executive.

Darran Britton, currently  marketing and strategy director is to become on-trade sales director and Tony Watson is moving from director of take home sales to be the company's new off-trade sales director. Both roles start on November 3 and they will report in to Lousada who had been covering the sales director role in an interim capacity since becoming ceo in January.

Britton has been with Carslberg since 1993 and was first appointed to its UK board in 2006.

He said: "We have shown through We Deliver More, Crown Cellars and the recently launched Crafted portfolio of speciality and craft beers, that we deliver innovative propositions with the needs of our customers at their heart. I'm now looking forward to working with the entire Carlsberg UK on-trade team to clearly position ourselves as the number one partner for the UK on-trade."

Watson has been with the brewer since 1995 and has covered both the on and off-trade and was appointed take home sales director in September 2013.

He added: "Putting the shopper at the heart of our thinking is imperative if we are to win in this incredibly tough market place. I look forward to working with all our customers to develop sustainable growth." 

Lousada said: "The appointment of Darran and Tony to these core roles within the UK business is an important step in delivering our strategy.  We strive to be the best partner for our customers, through our brands, service and most importantly, our people.  The new shape of our executive team demonstrates our drive and ambition to becoming the best beer and beverage business in the UK."

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