John Hearn will leave Diageo’s wine arm Percy Fox to take over as off-trade commercial director at Enotria this week.

Hearn has worked in sales and channel management at Percy Fox for 16 years, most recently as global commercial director.

In October 2014, he was announced as the new managing director at Cordoniu, replacing the outgoing Nick Mantella, but the move fell through.

Enotria chief executive Troy Christensen said Hearn offers “significant expertise and knowledge to further strengthen the senior team” at Enotria.

Christensen added: “John has been instrumental in developing market share growth in his previous roles and has comprehensive experience of the wine industry both on the retail and supply side – with a clear understanding of customer needs.

“He has also developed market-leading brands from across the Diageo portfolio. He will be a fantastic addition to our team here, and with his arrival we look to drive a step change in the business. We’ll be adopting some bold exciting moves which will develop the business at pace ensuring we offer market leading excellence in our offering in every channel.”

Hearn said: “I am passionate about how we both excite and inspire our shoppers to buy wine in this market. Many people see the UK market as challenging at this time, but I believe we need to focus on building strong brands, engaging with our consumers and working on category solutions that will unlock the huge potential that exists.”