Kopparberg has appointed former off-trade director Neil Robinson as its new sales director for both off and on-trade channels.

Robinson joined the company nearly nine years ago, initially managing all UK grocery multiples, before moving on to manage the off-trade channel for five years.

He will now be responsible for the off-trade, on-trade, cash & carry and routes to market, and he will also be tasked with developing Kopparberg’s core packaged business, alongside the brand’s premium draught proposition and evolving further NPD.

Meanwhile an internal restructure has taken place to create a new senior sales team to drive the business channels forward.

Anthony Clarey, who is stepping down from the operational role of on-trade sales director to pursue other business interests, will remain involved in the Kopparberg business on a consultancy basis.

Peter Bronsman, owner and managing director of Kopparberg Breweries, said: “Neil’s experience in the off-trade channel has been invaluable to the business, delivering brilliant results as our UK business has grown year-on-year. He has a strong understanding of Kopparberg and our central vision for being the UK’s number one fruit cider brand across both the on and off Trade. Neil’s appointment comes at an exciting time for the brand, with category defining NPD launching this year.”

Neil Robinson said: “I’m honoured to be taking on this new role, of which Anthony has made fantastic groundwork for me to build from. The off trade continues to see positive volume growth, but we need to be careful to grow in the right way. My new role will see new challenges in terms of leading the on trade and aligning with continually evolving retailer and market trends, which is more important than ever.

“I am looking forward to working closely with the wider sales team, marketing, the brewery and the new senior sales team to develop the Kopparberg brand for our customers and continue to drive the total cider category.”

Last year the company launched Kopparberg Rhubarb, Kopparberg Passionfruit, and its first draught variant of Kopparberg Black.