Drinkworks bulks up team in line with expanded portfolio and big vision

March 5, 2021
By Ioni Doherty

Drinkworks has significantly expanded its team with hires including David Segreto who has been appointed National Sales Manager, leading Customer Engagement across Field Sales (on and off premise), Grocery, Independents and Banner Groups. Richard Knight has been appointed Senior Marketing Manager.

Judd Michel, General Manager of Drinkworks, explains that the wave of new hires increases company expertise across the board: “To support our significantly strengthened world class portfolio of premium brands and expand the company’s offering to customers, hires have been made across sales, marketing, supply chain, finance and the Drinkworks leadership team to manage distribution, volume, retail and on premise customers across the country”. 

“The increase in manpower across the field sales team in particular means we are expanding into South Australia and the Northern Territory, and now service all states and territories in Australia,” says Michel.

Segreto joins Drinkworks with almost 20 years experience in the drinks business having worked st Bacardi, Diageo and McWilliams Wines. ,

Knight has over 15 years FMCG/Liquor experience having worked in beer marketing predominantly with Lion where he managed brands including XXXX, James Boags, Tooheys, West End and EMU. 

In total, Drinksworks has hired 28 new staff since the January acquisition of Strongbow, Little Green and Bonamy’s cider, as well as the rights to Stella Artois and Beck’s in Australia. The combined industry experience that the new hires bring to the Drinkworks team is over 150 years, and reflects the company’s serious growth intentions. 

The five new brands added in January joined the existing Drinkworks lineup of international premium and craft beers and ciders including Tiger, Monteith’s, Sol, Orchard Thieves, Bintang, and Kingfisher.     

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