Bemakers appoints director of global brand advisory

Danish distributor Bemakers has appointed Søren Krogh as director of global brand advisory to elevate trade and advisory services.

With more than two decades of experience in the beverage industry, Krogh will have a crucial role in boosting Bemakers’ trade segment, guiding brand partners in their European activation efforts, and supporting the ongoing growth of the on-trade community.

Krogh’s career spans 16 years in high-end bars and restaurants worldwide, followed by a successful decade in brand development across Europe.

“Having navigated both the on-trade and brand sides, I’ve witnessed the transactional nature of these relationships. There’s a significant opportunity to foster deeper connections between brands and those who engage with their products daily – something Bemakers excels at,” said Krogh.

Bemakers provides direct beverage distribution across borders, ‘enabling brands to maintain control, directly connect with customers, and establish a new standard in distribution’.

“Krogh was clear that his next move should be with a company dedicated to advancing the beverage industry and empowering those behind the
brands and bars. Our shared vision made this partnership a natural fit, and I’m thrilled to welcome him to the team,” said Morten Stengaard, CEO and co-founder of Bemakers.

The distributor launched its on-trade arm in 2023. The new appointment will drive the channel’s development, utilising expertise and connections to enhance Bemakers Trade’s offerings.

“Krogh’s deep industry knowledge will be invaluable as we continue to refine our Trade services, ensuring they resonate with and meet the needs of the market,” added Stengaard.

Earlier this year, Bemakers announced its plans to expand its warehousing operations in Norway and Sweden.

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