Darryl Hinksman will head a new team at the Stowford Press and Caple Rd producer, bringing together Westons’ customer marketing, category management, consumer insight, trade activation and POS functions.
Hinksman will join later this month from Warwickshire-based Purity Brewing where he is director of sales.
He was previously head of on-trade customer marketing at Heineken and before that was trading director for both the on- and off-trade at Strongbow producer HP Bulmer and Heineken.
Westons commercial director Geoff Bradman said: “We have had an extremely positive start to the year following our record sales last year, and our business is recording year-on-year growth this year.
“As the business has grown we have recognised the need to bring together four previously separate teams which will ensure consistency across everything we do, which will ultimately help drive further growth across the premium cider category in which we operate.
“Darryl will help develop our business, expertise and customer marketing performance across all trade channels and will further develop our insight capability.
“Our current sales and marketing teams will remain independent of this new team.”