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Wells & Young's Reveals Risby to Drive Sales of Iconic Scottish Brands

26th June 2012

Wells & Young’s commitment to invest in two of Scotland’s much-loved leading ale brands McEwan’s and Younger’s has been boosted through the appointment of Ian Risby as Sales Manager for Scotland & North East.

A well known figure in the drinks trade, Ian brings 28 years of experience to the role, which will support the leading independent brewer’s aim to drive sales and distribution of the iconic brands in their heartland.

Risby leads a newly created team of Regional Sales Executives tasked to support the increased presence that the brewer now has in Scotland and the north of England through both brands. The new team is devoted to on-trade sales with the aim of supporting existing customers and developing listings across the full Wells & Young’s portfolio.

Having started his career as a school leaver within his father’s Off License business, Ian then began his sales career at the Imported Beer Company, before enjoying a short spell at Bulmers in the late 80’s. Ian joined Tennent’s in 1989 and gained experience across on-trade sales, marketing and the off-trade. In more recent years while at InBev he took on a series of commercial roles handling £multi-million accounts for customers including Sainsbury’s. Returning to Tennent’s in 2010, the 45 year old from Glasgow is credited with remodeling the brewer’s factored brands; creating a core range of packaged and draught beers for the independent free trade in Scotland.

Ian’s team consists of four Regional Sales Executives; Ken McDade in the East, Scott Moore covering the West, Pat Canavan covering Central and Justin Ross in the North East of England, and a Scottish National Account Manager, David Mee, who will look after wholesale and managed customers.

Speaking about his new appointment, Ian Risby said: “McEwan’s and Youngers have a heritage, credibility and richness that make them extremely prestigious brands to work with. Through initial discussions with existing customers in the trade I was struck by the loyalty and strength of feeling that there is for these brands across the regions and I believe the current rejuvenation of the ale category is an exciting prospect for a brand like McEwan’s, which has the credentials to own the opportunity in the north.”

Availability is the first issue on Ian’s agenda. He explains: “We’re currently looking at where we expect our brands to have a presence, such as prestigious outlets that fit the brand image, and identify new business as a result. There are also more opportunities to increase our reach by tapping into venues that support the ‘with food’ occasion.

“The Regional Sales team has over 60 years worth of experience in the trade and I believe this, the quality and popularity of the brands and our direct approach to get out on the road and speak to existing and potential customers will give us an advantage against other brewers.”