Simon Edgar appointed General Manager of Lion’s recently formed spirits business

April 18, 2024
By Cody Profaca

Lion has has named Simon Edgar as the new General Manager of its recently established spirits business, which includes both Vanguard Luxury Brands and Four Pillars. 

The news of Edgar’s appointment follows an extensive search for a suitable candidate to fill the position, which became available when the new spirits business was announced last year after Four Pillars became fully owned by Lion.

As General Manager, Simon Edgar will continue to work alongside Four Pillars Co-Founders’ Cameron Mackenzie and Matt Jones who will remain on as part of the Lion spirits business’ leadership group. 

“Not only is it exciting to return to this part of the world, but to be named General Manager of such a portfolio of premium brands, including market leader, Four Pillars, as well as the likes of Four Roses, Fortaleza and our growing tapped cocktails range, is a real thrill,” said Edgar.

“I’m looking forward to getting started and continuing on its success and other brands within our portfolio.”

Simon Edgar brings to Lion 30 years of FMCG experience across Europe and APAC. This includes almost six years as Managing Director of the Asian branch of Innocent Drinks and over 12 years in Director positions within the Coca-Cola system. 

Edgar’s experience working within both smaller craft businesses and larger corporations makes him well suited to head the new spirits department. 

“We are thrilled to welcome Simon to Lion as the new leader of our spirits business,” said Sam Fischer, CEO at Lion.

“His proven track record of leadership and strategic vision will be invaluable as we continue to grow and innovate in the craft spirits industry.

“After bringing Four Pillars Gin into the fold alongside Vanguard, our spirits offering has continued to go from strength to strength, we are confident that Simon’s expertise will further strengthen our position as a leader in the market.”

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