New appointment at Bavaria to help meet growing demand

Dutch brewer Bavaria has appointed experienced national account manager Martin Seccombe to lead its sales activities in the wholesale and convenience sector. He joins from leading drinks brand development business, Global Brands with a reputation for building strong relationships and joint business plans to help grow accounts quickly.

Commenting on his new role, Seccombe said: “It’s a good time to be joining such an ambitious business, that’s enjoying great success in the multiples, especially with its innovative range of non-alcoholic beers.

“I’m confident we can replicate our current success in the multiple sector across the wholesale and convenience sector, as we have a determination to work closely with accounts to maximise opportunities for mutual benefit. We have great beers, a growing brand and big ambitions, which is a strong proposition by any measure.

“We understand the trade’s need for exciting new products and fresh ideas; Bavaria already has a 35% share of the alcohol-free market in the off trade and although this remains a focus for growth in 2014, I’m confident of delivering growth for all our beers, in what remains a challenging market.

“Personally, this is a great opportunity in my career progression and see real synergy in the ambitions of Bavaria and my own. I believe it’s not just the speed at which I build relationships with customer’s that has ensured my success, but my ability to build trust in the product, brand and the salesman that creates important repeat business.”

Bavaria UK Managing Director Rob Page believes Seccombe is the right man for the job: “Given our continuing success in the multiples, we now need to increase our presence in the wholesale and convenience sector and I believe Martin’s unique skill set will deliver the growth we seek.

“His experience with Carlsberg, AG Barr and Global Brands has ensured Martin has an impressive ability to understand and perform in any working environment, comfortably adopting the different approaches necessary to satisfy national accounts and the equally important independent local accounts.

“Although the alcohol-free beer category remains a focus, with our brand currently enjoying around 21% growth, year on year, we’re confident Martin will help Bavaria increase sales of all our beers in the months ahead, particularly in the lead up to the important Christmas period.”

The alcohol-free sector in the UK enjoyed 9% value growth to August 2014, compared with the same period last year according to Nielsen and it is this growing consumer appreciation that has seen Bavaria extend its range. The Dutch brewer now offers four varieties: 0.0% Original, 0.0% Wit – a white beer, 0.0% Lemon Radler and 0.0% Fruity Rosé; all of which are available from major supermarkets and convenience retailers.