Ex-Diageo exec joins Dropworks as CEO
British rum brand Dropworks has appointed former Diageo executive Graham Appleyard as its new CEO.
Appleyard’s career spans more than two decades in the drinks industry, including key marketing leadership roles at Diageo, spearheading brand strategies for Guinness, Baileys and Pimm’s.
In his new role as CEO of Dropworks, Appleyard’s expertise will help to drive the company’s growth strategy.
Appleyard, a co-founder of Flintlock Brand Marketing Consultancy, has also led a venture with Moët Hennessy.
At DropWorks, Appleyard will be focused on guiding the brand’s next phase of growth, from start-up to scale-up, and working to establish it as ‘the number one British-distilled rum brand’.
Appleyard commented on his new appointment: “I’m incredibly excited to join DropWorks at such a pivotal moment. The brand is already challenging the status quo and redefining the rum category by producing premium British-distilled rum – not just rum bottled in Britain but truly crafted here by a team of passionate experts.
“My goal is to drive wider appreciation for premium British rum, elevate quality standards across the entire category, and ultimately make DropWorks a household name.”
Lewis Hayes founded Dropworks Distillery in Nottinghamshire’s Sherwood Forest in April 2023.
The brand launched its first barrel-aged rum, Barrel Drop, in October 2024.
Hayes will remain the brand’s master distiller, focusing on the production of small-batch rums at the distillery. He will leverage his extensive networks to expand the brand’s reach and share his passion for rum with a growing customer base.
Hayes said: “Bringing Graham on board is a game changer for DropWorks and is a testament to the quality of our products and team. His deep understanding of brand strategy and ability to drive growth will be invaluable as we enter our next phase.
“This transition allows me to dedicate more time to what I love most – crafting exceptional rum and connecting with our community.”
Under Appleyard’s leadership, DropWorks aims to expand its market presence, attract more consumers to premium rum, and establish British rum as a significant player on the global stage.
Last month, the British rum distillery partnered with UK-based sales and brand-building agency Glass Half Full.
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