Amathus invests in Sales & Marketing excellence to hit its next milestone of 100m by 2019

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Harry Georgiou, founder-CEO of Amathus Drinks Plc, continues to strengthen his new executive team with the appointment of not one, but two Sales & Marketing Directors – Fraser McGuire and Simon Bradbury.

Comments Harry: “Since our acquisition of Bablake Wines last year, we’ve now got a national footprint but we’re still very specialist and I felt we needed two heavy hitters to bring the Amathus brand to a national customer base.” Explaining his plans, he continued: “This puts us on course towards our next milestone of £100m in sales by 2019. Fraser’s well respected in the on-trade and brings huge energy. Simon brings a great record and a fantastic knowledge of the off-trade. It’s a dream team for me and I’m delighted they’ve come on board.”

Simon Bradbury has spent more than 25 years in the Drinks Industry most recently holding senior positions with Enotria and Codorniu Ravenous. He said “I am joining Amathus at a hugely exciting time with ambitious growth plans and relish the opportunity to build on our strong core business. There are new regions we want to move into and with our excellent portfolio of exclusive wines, spirits and beers we can offer a real quality alternative.”

Fraser McGuire is a 20-year industry veteran and held senior positions with Enotria and Whyte & Mackay. He said, “I’m really thrilled to be joining Amathus at this time and driven by Harry’s vision Amathus has established itself as a leading player within the Premium On-trade in the UK. Amathus is a family owned, forward thinking, decisive & nimble company, which I believe will help give us the edge within an industry where the landscape will continue to evolve through wholesaler consolidation.”

Commenting on the consolidation in the sector throughout the last 12 months, Harry said: “The Bablake Wines acquisition enhances our reach. We want to take our brands to a national customer base. I don’t wake up thinking about being the biggest. But I do get excited about developing undiscovered niche categories in spirits such as Mezcal, Aquavit and Pisco in the UK. And in recent years we have earned respect in developing new and emerging wine regions as diverse as the Yamanashi Prefecture of Japan with its Koshu, to Greece’s trending varieties such as Assyrtico.

The appointments follow David Smith in the Finance seat a year ago, as part of Amathus’ drive to its next milestone of £100m revenues.

The Georgiou family grew Amathus from start-up to £40m revenues to earn an uncontested position in the front ranks of the specialist on-trade. Headquartered in Park Royal, it has warehouses in Coventry and Bristol and a substantial delivery fleet capable of supporting small independents to servicing wholesale customers. It also has 4 distinctive wine and spirits boutiques aimed at knowledgeable drinkers and the trade. In 2015, it acquired Bablake Wines for cash. Group revenues now exceed £60m.

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