Armit Wines appoints Fraser Currie as off-trade head

Armit Wines has appointed Fraser Currie as its new head of off-trade.

Currie will report directly to managing director Brett Fleming and will cover the regional channels and all retail within the UK.
Hi remit will include opportunities for the wider Invivo Group with multiple retail brands.

Currie previously established B9 (Bira 91) in the market and before this he had roles at Direct Wines, brakes Group, Accolade Wines and William Grant & Sons.

He said: “The opportunity to join Armit Wines at this time is, without doubt, a rare chance and I look forward to advancing this agenda in the years to come.”

Brett Fleming, managing director for Armit Wines said: “To gain the services of someone of Fraser’s calibre is precisely the level of professionalism we have been looking for. This is a critical appointment for us as we look to challenge the off-trade norm and be seen as a major player in this channel.

“Our investment will not stop with this appointment as we continue to look at opportunities in the current challenging environment. Despite the best efforts of Covid-19, this appointment and others to come will ensure Armit Wines is able to meet our supplier’s expectations as well as delivering our customer’s requirements,” he says.

Related articles: