BrewDog has appointed David Gates as Managing Director of BrewDog Distilling who brings 27 years of experience in the industry to the burgeoning team.
The appointment comes as BrewDog’s distilling arm, LoneWolf, revealed its plans to expand its spirit range beyond its vodka and gin to encompass whisky and rum.
David worked at Diageo for 27 years and departed earlier this year as Managing Director of Diageo Futures.
He was instrumental in driving growth of Diageo’s Premium Core spirits portfolio, which accounts for 50% of the company’s total net sales.
During his time as Global Whisky Category Director, he established steady and sustained growth for Scotch Whisky and as Johnnie Walker Global Brand Director, he led the brand in becoming the most profitable international spirits brand in the world.
Expanding the core spirits portfolio is at the forefront of LoneWolf’s agenda; last month the distiller unveiled a brand refresh to improve differentiation between its core spirits range in anticipation for expansion.
Both LoneWolf Gin and LoneWolf Vodka bottles feature the distinctive colour sash seen on LoneWolf’s Tonic and Gin and Tonic cans, specifically selected to reflect the flavour profiles of the spirits inside.
The refreshed branding allows LoneWolf to increase shelf visibility, align the spirits more closely with the wider portfolio and add new products seamlessly.
LoneWolf has recently added to its celebrated spirits range with iterations of its small-batch gin and vodka releases and will focus the next six months on developing LoneWolf rum and whisky offerings.