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Pinkster hires Diageo's van Buuren in on-trade push

Published:  02 February, 2016

Former Diageo on-trade director, Martjin van Buuren has joined the team at Pinkster Gin to help develop an on-trade strategy for the company as its pace of growth escalates.

Van Buuren has some 27 years' experience in the drinks business, working at Grand Metropolitan and Guinness prior to Diageo.    

Stephen Marsh, managing director of Pinkster, said: "If you said two years ago that we'd have someone of Martjin's calibre involved, I'd have laughed my socks off.

"His appointment indicates how serious we're committed to on-trade channels, continually upping the ante with our distinctive product and increased professionalism."

Van Buuren said: "Pinkster offers a really exciting new opportunity to help shape and grow a truly differentiated offering in the spirits category.

"The mix of a naturally crafted British raspberry gin delivering sensational taste with a genuinely fun and mischievous brand positioning made it an easy choice to get involved and join an experienced and robust board.

Martjin van Buuren

"Pinkster is already well established and I look forward to help shape the brand's future plans, with a specific focus on developing its premium status in the on-trade.

"The combination of my previous experience with the Diageo spirits portfolio, and the new and fast-moving Pinkster entrepreneurial approach will be a huge cocktail of fun for me right now."

Recent premium listings for Pinkster include London's Quo Vadis, Rosewood Hotel and The Walbrook Club.

In the off-trade, the company recently won a listing at the Oddbins chain of high-street wine merchants to complement previous listings at Spirited and Nicolas Wines.

It is also partnering with the Gin Festival to run tasting tables and masterclasses at its forthcoming events in London, York, Manchester, Nottingham, Swansea and Cambridge.