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Global Brands hires international sales director

Franklin & Sons owner Global Brands has promoted Keith Beattie to the role of director of sales, international.

Keith Beattie, Global Brands
Keith Beattie has been promoted to international sales director of Global Brands

Beattie rejoined UK-based Global Brands in 2019 as head of sales for the Americas, before becoming head of international sales, with a focus on mixer brand Franklin & Sons.

In the new role, Beattie will continue to lead the international sales business unit of Global Brands, including the firm’s US subsidiary, which launched in 2020.

His responsibilities include growing global distribution and import partners for key brands in the portfolio, such as Franklin & Sons mixers, ready-to-drink brands VK, Hooch and Shake Baby Shake, Lustre liqueur and Corky’s Schnapps.

Julian Atkins, commercial director at Global Brands, said: “After just over three years back in the business, the time was right for Keith to join the executive team.

“He has built a really strong team and has led the growth strategy that will see our international business more than double over the next few years.

“Franklin & Sons remains the biggest growth opportunity by far but our portfolio presents some very quick wins too and I know Keith is the right man to unlock them.”

Beattie’s career in the industry spans 20 years, including senior UK and international roles with Brewdog, Douglas Laing & Co, and Quintessential Brands.

The company said the promotion follows ‘consistent growth’ globally and in the US over the past two years, and the launch of Franklin & Sons in the States in 2020.

“I’m focused on driving Global Brands ambition to deliver more in terms of international sales across our portfolio across multiple markets,” said Beattie.

“In particular, in North America with Franklin & Sons and in Asia with our ready-to-serve alcoholic ranges, there is huge opportunity and potential for us.

“I’m energised and humbled to take up the new role and lead the international channel into our next phase of growth.”

Franklin & Sons is the second-biggest premium tonic brand in the UK on-trade, worth £13.8 million (US$16.7m), according to CGA 2022 data cited by the company.

Earlier this year, the Franklin & Sons owner acquired a trio of drinks brands, including Hooch, from Molson Coors Beverage Company.

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