Cox has taken over from current CEO Mark Williams, who has, as intended, will return to his role as shareholder and board member of Breal Group.
The new CEO brings with him a wealth of experience, including founding and building successful bars and restaurants and most recently as CEO of In Good Company.
One of Cox’s key focuses in his new role will be to steer the group towards its target of £100m in revenue by 2028 as it adds further breweries and brands to its growing portfolio.
Speaking of his appointment, Cox said: “I want to thank Mark for his contribution to Keystone.
Rapid growth
“Despite being less than two years old, the group has already made its mark on the industry with its commitment to excellence, creativity and rapid national growth.
“It has some fantastic brands in its portfolio and I’m looking forward to this new chapter in the group’s expansion and innovation.”
Keystone currently owns a number of brands including Yorkshire’s Black Sheep Brewery, Midlands-based Purity Brewery, London’s Brick and Brew by Numbers, Big Drop and Maison Sassy.
Last year, Williams told The Morning Advertiser (The MA) the group planned to invest significant sums into Black Sheep Brewery in a bid to build the brand on a “national” scale and make its Fearby Road brewery a “centre of excellence”.
Meanwhile earlier this month, the group, which rebranded from its former moniker of Breal Group almost a year ago, acquired the entire range of beer brands from Leeds-based North Brewing Co.
Quality brands
London-based Keystone said it planned to grow distribution of North’s beers both nationally and internationally.
It marked the businesses third craft brand takeover within the past few months, following the procurement of Magic Rock and Fourpure, which were both based at the Magic Rock site in Huddersfield.
On the acquisition of North Brewing Co, Magic Rock and Fourpure, a Keystone spokesperson told The MA: “We believe in this sector and the brands we’re championing.
“It’s ‘hard yards’ in the hospitality sector right now, increasing costs and duty, not helping small brewers, and hospitality venues alike.
“That said, Keystone believe real quality brands have a life beyond the existing doldrums, as such we’re continuing to invest selectively in brands that have real substance and longevity.”
