Maison Ferrand UK appoints MD
Darryl Cripps has been promoted to managing director at Maison Ferrand UK, effective from this month (April).
Cripps joined the company in May 2022 as UK on-trade manager, when the business was still operating as Identity Drinks. He was promoted to head of sales in July 2024 following the firm’s transition to Maison Ferrand UK.
During this time, he helped to strengthen the company’s on-trade presence, expand distribution, and elevate the visibility of its premium portfolio across the UK.
Cripps has more than 17 years of experience in the premium spirits sector, including a senior commercial role at Lightbox Brands and earlier experience at Cellar Trends.
In his new role, he will assume full profit-and-loss responsibility for the UK business.
Maison Ferrand’s portfolio includes flagship brands Planteray Rum, Citadelle Gin, Ferrand Cognac and Mathilde Liqueurs, as well as a collection of partner brands, including Koch Mezcal, Dos Hombres Mezcal and Kota Pandan Liqueur.
Cripps said: “This is an incredibly exciting moment for Maison Ferrand UK. We’ve built strong momentum over the past few years – not only through a standout portfolio, but through a highly capable team with complementary strengths, united by a shared ambition.
“My focus now is to build on that foundation – accelerating growth, deepening our partnerships, and continuing to challenge what premium spirits can look like in the UK.”
Cripps takes on his new responsibilities from Matthieu Gouze, who will now focus on Maison Ferrand’s distribution development in Germany and Austria in his role as commercial director EMEA-APAC.
Gouze added: “Darryl’s promotion reflects the impact he has made on the UK business and the strength of his relationships across the market. The UK demands energy, precision and a deep understanding of the trade, and we are confident he is the right leader to drive our next phase of growth.”
Related news
Absolut: getting people talking about vodka again
