CCA brings A-team to "alcohol strategy"

Coca-Cola Amatil (CCA) has unveiled an "alcohol strategy" ahead of its return to the beer and cider market in mid-December.

The plan to "leverage [its] complete portfolio to win customers" aims to: target the premium and craft categories, align with national and state sales channels, and successfully leverage brand partners.

The initiative will roll out under the direction of the new Australian Executive Team role of Director - Licensed/Alcohol, as part of a leadership structure of alcohol spanning category strategy and general management of national on- and off-premise customers.

This position has been appointed to Shane Richardson – former MD of Campari Australia & NZ, which he reportedly "accelerated... into one of the top 10 liquor suppliers in the country".

"Shane will assume responsibility for developing the strategic direction and business outcomes for the CCA licensed channel in Australia, to a market leading position across our total premium beverage portfolio," stated Australian Beverages managing director John Murphy in a CCA memo to account holders.

The new structure will retain Paul Gloster as Head of Category & Channel - Beer & Cider, and Mark Filmer as general manager on-premise through the National Business Manager portfolio.

Also, Alastair Miller has also been appointed to the role of Head of Category & Channel - Spirits and RTD and off-premise strategy.

CCA reports that customer management for its Grocery Licensed channel will transition to a new role – GM Off-Premise – to be appointed shortly.

Source: The Shout, 18 September 2013