Rand will be responsible for the Sainsbury’s, Morrisons and Booths accounts. He was previously with Moët Hennessy UK, where he worked for seven years, and also spent four years at Carlsberg-Tetley.
He said: “It’s an exciting time to be joining the company, as we are about to launch a new lifestyle brand alongside our well-recognised wine brands.”
Nielsen data for the 2010 calendar year shows Berberana is worth £25 million in the UK off-trade, up 5% on the previous year, although volumes fell by 3%.
United Wineries also supplies Marqués de Monistrol cava.