Boost Drinks set to go global with new appointments

Boost Drinks has given its marketing director Adrian Hipkiss an international role, and brought in Jorge Shell as international controller, signifying major global expansion plans.

In his new remit as marketing and international business director, Hipkiss will be responsible for spearheading the business’s international sales strategy and brand development programme, whilst continuing with his pre-existing marketing responsibilities, overseeing category insight, brand and product development activity.

“We have a strong brand proposition and portfolio which can absolutely travel overseas, and I am hugely excited by the prospect of growing the Boost brand on an international scale,” Hipkiss said.

“We already have new partners and brand distributors in place in and are looking to enter certain new markets imminently.”

The brand has also appointed Jorge Shell as international controller, who will report directly to Hipkiss. Both previously worked together at Valeo Foods, growing the business in strategic markets such as the Middle East, North America and Europe.

Shell will be responsible for the creation of regional business plans, working closely with Boost’s marketing team on geographical marketing campaigns and with Boost’s distributors in local markets to drive and develop business.

“It’s great to be joining such a dynamic company with a great culture to boot. My first priorities in my new role will be building on existing market momentum and outlining a clear international growth plan for the brand,” Shell said.

Shell’s appointment follows that of Mark Wilford’s who joined Boost in November 2020 as category controller, tasked with providing strategic category insight to guide brand direction and growth.

Boost remains one of only three brands to see growth in the independent convenience sector during 2020. Its global expansion is backed by ambitious growth targets for the first quarter of 2021 and immediate plans include building Boost’s presence in the Nordic region of Europe, with new brand distributors already in place in Sweden, as well as establishing the brand in the Middle East and Pakistan.