Westside Drinks, a specialist in bottled beer and cider, has strengthened its management structure and hired a third-party sales force to support expansion out of London.
George MacNicol (pictured right), who has led Westside since its inception in November 2013, has taken on a new role of marketing manager with specific responsibility for agency brands Sierra Nevada, Chimay and Veltins.
As a result, Jordan Mace (left) has been promoted to sales manager and will head up the sales operation, responsible for a team of external field sales executives. They will promote the Westside portfolio in the south-west, Midlands, north-west , north-east and Scotland.
In addition, Matt Bassant has been brought in as events co-ordinator to oversee the provision of Westside’s brands and bars at high-profile external events.
Westside, the premium brand sales operation supported by London-based Fuller’s Brewery, also handles Cornish Orchards Gold cider and the brewer’s Frontier Craft Lager.
Jordan said: “Westside’s portfolio includes some fantastic beers and ciders and we are now in a position to extend our reach and take brands like Frontier, Cornish Orchards Gold and Sierra Nevada to a much wider audience.
“To that end, we have refocused the way our sales operation works and increased the marketing support we provide to our agency partners.”
Westside is also recruiting for its sales team, looking for someone with a great knowledge of the London bar scene and a genuine passion for beer.