James Brindley is returning to lead Lion Australia on May 1 in what the industry legend describes as “an unexpected turn of fate”.
“After a hiatus of two years, I will be returning to Lion tomorrow,” he said. “I look forward to contributing to the fabulous Australian liquor industry filled with vibrant colleagues, customers, and competitors.”
Lion made the surprise announcement on Monday, revealing that current Managing Director David Smith was departing from role.
Brindley left Lion in 2021 after 27 years, with 12 spent as Managing Director of Lion Australia.
During his time with the company, his achievements included delivering 10 years of above-target performance for Lion Australia and led the acquisitions of Boag’s and Little Creatures, plus Lion’s share in Four Pillars.
Smith (above, second from left) has been in the Managing Director role for more than two years and previously held executive roles at Diageo, including Managing Director, Southern Europe and Managing Director, Australia.
Lion Group CEO Sam Fischer said: “David has been part of these conversations and contributed to the proposed changes and, after careful consideration, has decided to leave Lion.
“David has been an important member of our Group Leadership Team and I personally want to thank him for his contribution to the Lion business and team. He has led the turnaround of Lion Australia with a strong strategy liberating costs to significantly increase marketing investment and momentum in our core brands, building category growth capability, a bolder innovation pipeline, supply chain resilience, stronger customer partnerships and successfully integrating Fermentum into the Lion business.
“The results can be seen in marketplace performance and the feedback from customers – and he leaves us well set up to continue to build momentum and perform into the future.”
Fischer said that since Brindley concluded his role as Managing Director, he had continued to work in the industry building on the strong relationships he had with its customers.
“James will be directly accountable for the Group and Lion Australia Supply Chain, as well as Lion Australia functions for Government & External Relations, Finance and People & Culture,”: he said.
Additionally, Anubha Sahasrabuddhe’s (above) role has been expanded to lead Lion Australia’s Sales & Marketing portfolios, with her broader combined role titled Chief Growth & Commercial Officer.
“Simon Edgar [above], the new General Manager of our craft spirits business Four Corners, will also report to James from the end of the third quarter of 2024,” Fischer said.
“James will play a key role with customers, supporting our marketplace success and, along with Anubha, will be jointly accountable for overall Lion Australia business performance.”
Lion also announced it has combined its Group and Lion Australia Supply Chain functions, to be led by Matthew Anderson as Lion Group and Australia Supply Chain Director following an internal and external search.
Industry welcomes news
Lion’s announcement that Brindley was returning was met with excitement by the industry, with extensive praise on social media of his skills and authenticity.
Among the executives lauding the news was Mitchell Taylor who wrote:” Congratulations 🎈🍾🎉 bring back the good old days!!”
Metcash’s Josh Gaudry said: “Boom(erang)! Congrats James.”
Pernod Ricard Northern Europe CEO Julien Hemard said: “Congrats James Brindley! Lion will be back to it’s best soon!”
Melbourne Cricket Club General Manager Dean Matthews wrote: “Great news for the people and the brands.”
Hennessy Chief Commercial Officer Boris de Vroomen said: “What an amazing move James, you’ll rock it!!”
Tough time for the drinks industry
Brindley’s return comes as cost-of-living pressures impact the drinks industry. A slew of craft breweries have closed across the country and even the big box chains are taking a hit.
Coles Group announced its third-quarter results on 30 April, which revealed its liquor sales revenue declined by 1.9% to $786 million as customers reduced their discretionary spending.
Coles Group CEO Leah Weckert said: “We’re seeing people trading into low-cost alternatives, so, for example, out of champagne into things like prosecco or Australian sparkling,” she said. “People are moving back into beer because this tends to be a category where there are cheaper alternatives.”
International spirits brands have been hard hit as shoppers turn to cheaper RTD options.
“The flow on effect from that is what we are seeing is that RTDs are now continuing to grow because customers are trading out of those full bottle of spirits into more affordable options, like RTDs,” she said.