FDBusiness.com

UK regional brewer Wells & Young’s Brewing Company has bolstered its presence in Scotland with a new team based in Edinburgh. The move is part of its ongoing commitment to invest in the rejuvenation of Scotland’s much loved beer brands, McEwan’s and Younger’s.

The business has appointed Peter Mooney to the newly created role of general manager for McEwan’s Beer Company. Peter Mooney has a wealth of experience in the drinks industry having held senior commercial roles with Coca-Cola, Diageo, Scottish & Newcastle and spirits giant Maxxium. Most recently he has been working with Wells & Young’s as a consultant, driving the rejuvenation of McEwan’s and leading the development of three new beers in the range: McEwan’s Red, Amber and Signature.

Justin Phillimore, managing director of Wells & Young’s, says: “We acquired the McEwan’s and Younger’s brands with a clear vision and commitment to securing their future with significant investment. This led to the launch of McEwan’s Red, the first new beer for the brand in many years which has changed the face of McEwan’s, bringing it into the 21st Century and to a new group of beer lovers. Establishing a new structure with a dedicated team means we can take our vision for the beers up a gear.”

Peter Mooney will be leading the existing sales team covering the traditional McEwan’s heartlands of Scotland and the North East, as well as a new, dedicated marketing team for McEwan’s and Younger’s. Two new brand ambassadors for McEwan’s have also been appointed to increase the brand’s presence in bars, supermarkets and off-licences with sampling campaigns and brand initiatives planned throughout the next year.