Paul Schaafsma, the former ceo of Accolade Wines, has been appointed as ceo of Broadland Wineries, with immediate effect.

Broadland’s owner, Mark Lansley, will step back from the day to day running of the business to take on the new role of part-time Chairman.

Lansley said: “Paul is a proven international brand builder and organisation developer. He knows how to create consumer pull, and how to add value to retailer-led businesses. I can’t wait to see what synergies unfold. This is very exciting.”

Schaafsma added: “Broadland is a diverse and exciting wine business with significant untapped potential. I look forward to leading, and further developing, the strong management team, and implementing an appropriate multi-channel strategy for our customers. A brand-led portfolio is likely to feature in our plans and I look forward to sharing more news shortly.”

Broadland Wineries is an international wine importer, bottler, innovator and supplier of branded and private-label wines to the UK, US and Nordic markets. Established in 1965, the company has 130 staff and an annual turnover of £60m. In addition to private and own label, the company has developed a number of wine brands including Waipapa Bay, Three Mills, Minivino and Le Soleil. Since May, the company has launched new products including Bird’s Eye View from Langhorne Creel, Artisento Prosecco and TrimVin, a 18.7cl low calorie, lighter alcohol wine range.