Quintessential Brands promotes Andy Williams as head of convenience

Spirits business Quintessential Brands has expanded the convenience team with the appointment of Andy Williams as its head.

Williams has been with the business for nearly two years, originally joining as national sales manager for on trade.

“The convenience sector is a key area of focus for Quintessential Brands. We believe that there is a great deal of growth for our brands and the categories we play in within the channel and so we are delighted to have Andy in this newly-created role,” James Lousada, Quintessential Brands chief executive, commented.

Williams has the mandate to boost the growth of the company’s leading brands, which include Greenall’s Gin, The Dubliner Irish Whiskey and Feeney’s  Irish  Cream, among others,  in the convenience channel. With over 20 years’ experience in the drinks industry, he has a strong track record of delivering market share growth through strong commercial relationships and channel strategy.

Williams said: “I am honoured to be leading our highly talented team working alongside customers in the convenience channel. We have the brands and the experience to help our retail partners unlock significant growth potential as the channel continues to grow. I hope to bring a new perspective using my years of experience to further establish Quintessential Brands as the indispensable spirits partner of choice to our convenience customers.”

Quintessential Brands said they are already seeing a significant rate of growth within the RTD category and expect this to continue in the run up to the festive season as more people come together and celebrate in larger groups.