Charter Brands merges with Scale Drinks
Charter Brands has formed a strategic partnership with the founders of Scale Drinks, George MacNicol and Michael Campbell-Lamerton, as part of a merger.
Founded in 2019, Scale Drinks is a London-based consultancy specialising in export, import and brand management.
MacNicol and Campbell-Lamerton have joined the Charter Brands team with immediate effect, where they will contribute their expertise to grow the company’s global brand portfolio and accelerate growth in international markets.
Matt Ashton-Melia, managing director of Charter Brands, said: “We are delighted to welcome George and Michael to the Charter Brands family. Between them, they bring more than 50 years of experience in the drinks industry, adding valuable perspective and depth to a business that has already grown quickly and earned strong respect across the market.
“This new partnership with Scale Drinks represents an exciting next chapter for Charter Brands, strengthening our credibility and further evolving our corporate identity in line with our future ambitions.
“Together, we are uniquely positioned to work not only with the most exciting craft brands, but also to build meaningful relationships with larger industry groups, supporting the growth and development of complementary brands within their portfolios.”
The partnership seeks to leverage the duo’s combined expertise, experience, and networks to build a more robust platform that supports beverage brands at various stages of development.
MacNicol, co-founder of Scale Drinks, commented: “Scale Drinks was set up to work closely with ambitious drinks founders, helping brands navigate the commercial realities of growth.
“By merging, we are creating a more complete platform for brands at different stages of their journey – from early challengers finding their route to market, through to established portfolios looking to unlock new growth – while being backed by Charter’s experienced team, reach, and proven ability to execute at scale.”
MacNicol concluded: “Michael and I are very excited to join the team Mark and Matt have built and to play our part in the next phase of Charter Brands’ growth.”
Charter Brands’ portfolio currently includes Virginia Distillery Company, Camarena Tequila, El Tequileño, Australian 80 Proof, Dublin’s Own, and Redwood Empire.
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