LoneWolf MD steps down as BrewDog spirits arm reshuffles pack

04-Jun-2018 - Last updated on 04-Jun-2018 at 09:16 GMT

Role relinquished: Doug Bairner took on the job of MD in March last year

Doug Bairner, managing director of BrewDog’s spirits division LoneWolf, has stepped down from his current role to take up the role of non-executive director at the business.

Bairner took on the role of MD in March last year as the group launched its distillery at its headquarters in Ellon, Aberdeenshire, but will now relinquish the day-to-day running of the business.

The Morning Advertiser’s sister site MCA understands that Bairner has passed the baton to Keith Beattie, sales controller; Steven Kersley, head of distillation; and Hannah Flood-Mallinson, marketing and communications manager.

New role

Bairner, a former Red Bull sales director, and co-founder of cycling clothing start-up Lumo, took on the role of CEO at agritech business Hectare last month.

In an interview with The Morning Advertiser earlier this year, Bairner defended the decision to partner with Global Brands, stating that a new distribution deal with the company would strengthen LoneWolf’s growth.

Bairner distanced LoneWolf from what he called the “high energy side” of Global Brand’s business, and insisted that its development of Franklin & Sons tonics and mixers showed its credibility in the spirits sector.

Global Brands distribution

"They have two very distinct parts of their business,” he said. “One is that very high energy side of it, the other is more spirits-led and that is where we fit in. They understand the two markets are very different so, for us, that was never an issue."

"If you speak to any bartender who is worth their salt, they recognise how good Franklin & Sons tonics and mixers are, and that is the credibility Global Brands have built in that space, and that is the side of their business we are working with.

“We respect the fact that they have that other side of their business, but that isn't where we sit. We sit with the guys who look after the top-end cocktail bars."

LoneWolf hopes that the deal with Global Brands will help boost sales of its London Dry Gin, Single Malt Vodka and canned Gin & Tonic by 100,000 cases, in a bid to increase retail sales by £40m in the next 24 months.