Distil Plc announced the appointment of Commercial Director, Alex Baker, as it remodels for accelerated growth. The announcement has been made in conjunction with the news that Distil will be entering a new distribution agreement with Marussia Beverages UK, following the decision to withdraw its portfolio of spirits from long-term UK distributor, Hi-Spirits. Alex Baker brings a wealth of experience to the business.

Having begun his sales career at Nestle Purina, Alex moved into the drinks industry with an appointment at William Grant & Sons, where he led the commercial delivery of key retail partners including Sainsbury's, Morrisons & Waitrose, building long term, profit growth for brands such as Glenfiddich, Hendricks & Sailor Jerry. Recently, Alex has held the position of Business Unit Controller, Grocery, eCommerce, Convenience and Discounters at Hi-Spirits, where he was responsible for leading a team and delivering off-trade performance across a broad portfolio, including Distil brands. Alex will play a pivotal role in delivering Distil's growth ambitions as it remodels its business.

He will be responsible for directly managing major UK off-trade customers, as well as leading the continued drive to expand and open new export markets. Alex Baker brings a wealth of experience to the business. Having begun his sales career at Nestle Purina, Alex moved into the drinks industry with an appointment at William Grant & Sons, where he led the commercial delivery of key retail partners including Sainsbury's, Morrisons & Waitrose, building long term, profit growth for brands such as Glenfiddich, Hendricks & Sailor Jerry.

Recently, Alex has held the position of Business Unit Controller, Grocery, eCommerce, Convenience and Discounters at Hi-Spirits, where he was responsible for leading a team and delivering off-trade performance across a broad portfolio, including Distil brands. Alex will play a pivotal role in delivering Distil's growth ambitions as it remodels its business. He will be responsible for directly managing major UK off-trade customers, as well as leading the continued drive to expand and open new export markets.

The appointment of Alex as Commercial Director is announced in conjunction with the news that Distil will be parting ways with UK distributor Hi-Spirits, with whom it has worked closely with over the last eight years. Dedicating commercial resource internally through the creation of Alex's position has enabled this important change, and will allow Distil to take direct ownership of servicing its major UK customers. The move will give Distil direct contact with customers, allowing for closer and more agile account management, control of promotional planning and delivery of strategically aligned brand plans to drive visibility and growth, as well as providing the opportunity to reduce costs at a time of increasing pressures across the supply chain, which is expected to continue in the near term.