Payne joins with more than a decade of experience driving on-trade portfolios with the Great British Drinks Company (GBDC) stating the on-trade is a core focus for the business with its brands “offering pubs, restaurants and bars a unique proposition”.
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Payne’s appointment will see him lead a team including recently appointed James Manhire, who heads the on-trade wholesale business across the south of England.
GBDC managing director and former Buxton Brewery MD Dom Metcalfe said: “Lee has the experience and vision to drive our award-winning brands forward, and most importantly help existing and new customers grow their businesses by having a superb beer offer.
Exciting time
“He will play a fundamental role in our bigger mission to restore regional British brewing back to a position of leadership across every bar. We are building a team of people who really understand good brewing and good business.”
Payne added: “I am very excited about this new chapter – it’s new for me and new for the business, it’s a very exciting time to join the most exciting business in brewing.
“My focus will be on building strong customer partnerships and driving growth across the on-trade – the portfolio has huge potential.”
GBDC said: “The appointment forms part of Great British Drinks Company’s continued investment in its people and commercial capability as it looks to accelerate growth, deepen customer relationships and capitalise on opportunities across the UK drinks market.”
Distinctiveness and independence
The business completed a £6.5m acquisition of Keystone Brewing Group, which operated Black Sheep, Purity, Brew By Numbers, Brick Brewery, North Brewing Company, Magic Rock Brewing and Fourpure Brewing Co but went into administration at the start of the year.
The £6.5m figure encompassed £4.5m to acquire the brewery brands plus a £2m investment earmarked for future investment to return the business to growth.
GBDC co-founder Sunny Sharma said in January: “Our approach is to ensure each brewery and its brands maintain their distinctiveness and independence. That only comes from the people and places involved, not through consolidation. Our ethos is one of stewardship.”
“We are backing regional craft beer and rebuilding some of the nation’s best loved brands. These sites are not just businesses. They are community assets and important drivers of local tourism.”
