Mangrove UK names new head of marketing

10th January, 2020 by Melita Kiely

Drinks distribution company Mangrove UK has appointed Joel Defries as head of marketing.

Joel-Defries-Mangrove-UK

Joel Defries has been appointed Mangrove UK’s head of marketing

Defries brings four years of experience as marketing and brand manager for the Our/London Vodka distillery in Hackney.

He will be tasked with leading Mangrove UK’s marketing strategy, building brand identity and visibility in key markets.

Defries will also work to retain and grow existing accounts through brand activations and will be challenged to support the acquisition of new players in the company’s portfolio.

Mangrove UK’s range includes Don Q Rum, El Bandarra Vermouth, Avallen Calvados, Aluna Coconut, El Jimador Tequila and BenRiach Scotch whisky.

Nick Gillett, managing director of Mangrove UK, said: “I have had huge respect for the work Joel has done at Our/London, building a disruptive brand that is focused on its sense of community.

“Anchored by its strong roots and local partnerships, the brand has grown to be stocked by over 400 accounts nationwide. Team Purple is made up of some of the sharpest and most innovative minds in the industry – we welcome Joel’s fresh and exciting thinking to drive our marketing strategy forward, maximising benefit for both our premium spirits brands and our own market position in the industry.”

Defries has also previously worked as a presenter in New Zealand and BBC children’s programme Blue Peter.

He added: “Mangrove UK is at a hugely exciting time in its evolution: its brands are very high-quality, sexy and cutting edge, yet all with a clear commitment to try and make the world a better place.

“These are all qualities that I really admire and I am looking forward to the opportunity to further invigorate the brands.”

In May last year, Mangrove UK reported a 41.3% increase in turnover to £21.3 million (US$26.9m) for the year ending 30 April 2019.

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