Innovation Premium Brands S.L. kick off ambitious growth plans 


 Innovation Premium Brands S.L. kick off ambitious growth plans with the appointment of a new Managing Director to coincide with significant investment in a confident move to grow their Alkkemist Gin and Vodka brands global footprint. 

Innovation Premium Brands SL owner of Alkkemist Gin and Unkkoded Vodka announce the appointment of James Le Grys as Managing Director (MD), effective from 1st June 2024. James’ appointment marks the first step in their ambitious plans to grow the Alkkemist brand globally. This appointment coincides with an investment from the board of $500,000 into the brand. 

James joins most recently from Elephant Gin GmbH where he was the Global Sales Director for the last 2 years, managing global sales and a team of international brand ambassadors. Prior to this he worked with other noted premium spirits brands Chase and Salcombe Distilling Co. This appointment is the first step in realizing the next phase of the Alkkemist brand’s life cycle with the second being the significant investment from the board. With this investment there is intention to drive growth in the home market of Spain and key export markets with a focus on the USA and Italy. This investment will also be used to re-brand Unkkoded Vodka and expand the Alkkemist team further.Oscar Madrid, President, said: 

“James has brought a wealth of industry experience, strategic and leadership skills to Innovation Premium Brands SL. I am delighted that he will be our new Managing Director. He has impressed the Board with his vison for our premium Spanish Gin and Vodka brand Alkkemist. 

James’ blend in both large-scale operations and SME distilleries makes him a perfect fit for our entrepreneurial, fast-paced and hands on environment. This appointment along with our investment from the board, ensures the team have the tools to take Alkkemist to the next level across key markets.” 

James Le Grys, incoming Managing Director, said: 

“I am very excited to be joining Innovation Premium Brands SL, there is so much potential in the company and the Alkkemist brand that is still to be realised. The brand has so many strengths; the quality of the people, the excellent quality of Alkkemist Gin and Vodka and a well-established global presence in the market for the last 12 years. 

I am looking forward to building on the founder’s hard work and to help shape the next chapter for Alkkemist and see the brand grow to new heights.” 

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