West sets out growth plans

20 August, 2010

Glasgow-based microbrewer West has scored a coup by luring the sales manager from the controversial Brewdog brewery to head its sales operation.

Richard McLelland, 33, joined Brewdog as sales and marketing manager 18 months ago but has now left to become West’s sales director to front a £5 million expansion plan, involving the building of a second brewery in Glasgow next year.

West signalled its national aspirations in May with the launch of its St Mungo lager in southern England through the Utobeer wholesale operation.

McLelland’s brief will be “accelerating growth and sales across the UK”.

As well as his time with Brewdog, McLelland has worked on Red Bull and Smirnoff Ice.

McLelland said: “West is flying and to be honest this was one of the easiest decisions I’ve ever made.

“Just look at the way it goes about its business and its reputation – a nimble outfit that’s not shy of sticking its neck out, but one that’s rooted in integrity, decent values and exacting standards.

“We have a massive opportunity to build the West brand in the UK and create a true centre of brewing excellence.”?The West empire includes a bar, restaurant and onsite brewery located in the former Templeton carpet factory in the Glasgow Green area of the city.

It was founded by German Petra Wetzel and makes beers only in line with the German Reinheitsgebot brewing purity laws.

Wetzel said McLelland combined “industry insight with irreverence in an invigorating fashion.”?During McLelland’s time at Brewdog, the Aberdeenshire-based brewer launched a series of record-breaking high-strength beers.

Advertising the vacancy on its website, Brewdog said: “We would like to thank Richard for all his hard work at Brewdog and wish him the very best for all his future endeavours.”




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When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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