Crucial Drinks appoints travel retail director

22nd August, 2018 by Owen Bellwood

Spirits producer Crucial Drinks is looking to expand its presence in travel retail with the appointment of James Maxwell as director of the division.

Crucial Drinks director of travel retail, James Maxwell, (R) and Crucial Drinks co-founder, Scott Watson (L)

Maxwell, formerly commercial director for Pernod Ricard Asia travel retail, has more than 20 years’ experience in the global drinks industry in a variety of marketing and commercial roles.

His previous work has covered both travel retail and domestic markets within Asia and the Middle East, including acting as Asia regional director for Chivas Brothers.

Scott Watson, co-founder of Crucial Drinks said: “James has a wealth of experience and his tenacity and energy will fit well with the Crucial Drinks family as we build our brands through the global travel retail channel. I very much look forward to working with James again.”

Maxwell’s appointment follows the launch of the Crucial Drinks’ flagship brand The Lost Distillery Company at Hong Kong International Airport.

Maxwell added: “I’m absolutely delighted to be working with Scott Watson again and joining the team at Crucial Drinks on a new adventure that will see us expand the business into the rapidly growing travel retail channel.

“Research tells us that consumers are looking to shift away from mass produced brands and towards craftsmanship, making the Crucial Drinks portfolio of craft Scotch whisky and rums very well placed to drive category growth.”

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