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LWC creates marketing team for Signature Brands

Published:  28 March, 2019

Drinks wholesaler LWC has created a marketing team for its Signature Brands arm to bolster market presence of that side of the business.

In what LWC described as a “significant move for Signature Brands, Sinéad Lowe - previously customer development manager, retail & national accounts at Love Drinks, has been appointed as head of marketing.

Lowe will in her new role oversee and implement a marketing strategy designed to “drive brand awareness, improve communication and bolster both on-trade and off-trade sales”.

In addition, the Manchester-based organisation has appointed a PR manager to raise the profile of Signature Brands - and the brands it represents – externally.

The move represents the first attempt by Signature Brands, which distributes an a portfolio of spirit, beer and cider brands including Old J Spiced Rum, Empress 1908 and Cruz Campo, to “formally market itself”, said Nic Ponticakis, head of Signature Brands.

“Sinéad brings over 15 years’ experience in the drinks industry, building her knowledge and experience in sales and marketing roles in the hospitality, distribution and wholesale sectors.

“She has a passion for great quality liquids and thrives in clearly communicating the provenance of brilliant products and adopting a strategic approach to brand building."