Bavaria reveals new Managing Director for UK

Following an intensive search Dutch brewer Bavaria has named Rob Page as its new UK Managing Director, who has taken up his new position this month. He joins from Kingsland Wines and Spirits where as Sales and Marketing Director he helped transform their business model and grow the customer base. Page previously held senior roles at Treasury Wine Estates, Carlsberg-Tetley and Kettle Foods.

Commenting on his appointment, Page said: “I am extremely pleased to be joining such an ambitious business at a time when the company is looking to drive growth and develop further in the UK. Bavaria already has a 40% share of the alcohol-free market in the off trade and with the help of the experienced, committed team here, I’m confident we can build on this by delivering exciting new products and refreshing ideas to the trade.

“The sector is undergoing a period of significant change and I believe innovation is the key to future growth in the alcohol-free beer category, which is growing at about 9% each year. Bavaria is a renowned innovator, further enhancing this reputation by increasing its range of alcohol-free beers, with the launch of its 0.0% Lemon Radler & 0.0% Fruity Rosé flavours.

Bavaria Executive Director Frank Swinkels commented: “The UK remains a very important market for us and finding just the right person to deliver growth was essential. Throughout the selection process, Rob impressed with his history of business development and relationship building; both of which will be pivotal to our future growth and increased distribution in the UK.

“The alcohol-free beer category remains our focus in the UK, where our brand is continuing to grow; currently around 21% year on year. Figures like this are truly satisfying, but despite this success, we have brought in Rob because we’re confident even greater growth opportunities exist and he is the man to deliver.”

To meet growing consumer demand in the UK, Bavaria has extended its range of alcohol-free beers to four varieties: 0.0% Original, 0.0% Wit, 0.0% Lemon Radler and 0.0% Fruity Rosé, all available from major supermarkets and convenience retailers.