The British Soft Drinks Association (BSDA) has appointed Andy Bagnall as its new director general, with the former political adviser and rail sector trade body chief taking up the post on 12 January 2026.
Bagnall will lead the trade association representing major soft drinks players including Carlsberg Britvic, Coca-Cola Great Britain and Suntory Beverage & Food GB&I, alongside a wide range of manufacturers and marketers across the UK.
He replaces long-serving director general Gavin Partington, who joined the BSDA in October 2012 and is retiring after 13 years in the role.
Bagnall said he was joining the organisation at “an important time for the sector”, highlighting the scale of the UK soft drinks industry and the policy agenda facing producers.
“With sales of more than £22bn a year and over 17,000 people working directly in the industry, soft drinks is a sector which packs a punch,” he said. “It’s crucial that our members’ contribution is both recognised and supported.”
He also singled out the deposit return scheme (DRS) as a key priority for the association, calling for a system “fit for purpose and up and running by October 2027” to support progress towards a more circular economy.
BSDA president William Watkins, founder and owner of Radnor Hills, said Bagnall brings “considerable strategic and policy experience” as the sector faces rising input costs and what he described as an “endless conveyer belt of policy measures”.
“The BSDA represents an interesting and varied mix of companies, from global brand names, through to family-run small businesses,” Watkins said. “I am confident that Andy’s leadership will play a significant role in driving the BSDA’s work and strengthening the support it provides to members.”
Partington said it had been “a privilege” to lead the association over the last 13 years, adding: “I’m proud of what we have achieved together and am confident that the BSDA is well placed for the future.”
Watkins credited Partington with steering the trade body through major industry challenges, including the introduction of the Soft Drinks Industry Levy and “the abortive attempt by Scotland to set up its own DRS”.
“He has built the BSDA into an efficient and effective trade body and leaves behind a legacy from which we, as members, will continue to benefit,” Watkins added.
Bagnall joins the BSDA with a background spanning politics, business and trade association leadership. After graduating from the University of Leeds, he worked as a special adviser in government roles including the Cabinet Office and the Ministry of Defence, and spent time in Australian politics. He later held senior roles at the Confederation of British Industry (CBI) and KPMG, before moving into the rail sector, serving as director general at Rail Delivery Group and subsequently chief executive of Rail Partners.
The BSDA represents UK producers of soft drinks across carbonated, still and dilutable drinks, fruit juices and bottled water, as well as franchisors, importers and industry suppliers. Its work includes engagement with MPs at Westminster, the devolved governments, and European partners to shape regulatory and policy frameworks affecting the sector.