Lion has appointed Simon Edgar as the new General Manager of its spirits business, Four Corners Global Spirits, which comprises Vanguard Luxury Brands and Four Pillars.

Last year, when Four Pillars joined Lion’s Vanguard Luxury Brands distribution business, Lion formed a new, stand-alone spirits division.

Lion then undertook an extensive search to fill the General Manager position.

Originally from New Zealand, Edgar most recently served as the Managing Director of Innocent Asia at Innocent Drinks, based in Hong Kong, which he has led from 2017 to 2023. Prior to his tenure at Innocent Drinks, he held various key positions within The Coca-Cola system across Europe and Asia-Pacific. Notably, he played a pivotal role in several acquisitions, including that of Innocent Drinks, where he spearheaded the post-acquisition integration efforts. Edgar also spent four years as Director – Marketing and Strategy at Coca-Cola Amatil.

:ion said Edgar’s experience of working within both smaller craft businesses and larger corporations made him ideally suited for the new role.

“We are thrilled to welcome Simon to Lion as the new leader of our spirits business,” said Lion CEO Sam Fischer.

“His proven track record of leadership and strategic vision will be invaluable as we continue to grow and innovate in the craft spirits industry.

“After bringing Four Pillars Gin into the fold alongside Vanguard, our spirits offering has continued to go from strength to strength, we are confident that Simon’s expertise will further strengthen our position as a leader in the market.”

Edgar said: “Not only is it exciting to return to this part of the world, but to be named General Manager of such a portfolio of premium brands, including market leader, Four Pillars, as well as the likes of Four Roses, Fortaleza and our growing tapped cocktails range, is a real thrill.

“I’m looking forward to getting started and continuing on its success and other brands within our portfolio.”

Edgar will work alongside Four Pillars co-founders Cameron Mackenzie and Matt Jones who will remain part of the leadership group of Lion’s spirits business.

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