New Generation appoints new head of brands

UK importer and distributor New Generation wines has appointed Valerie Lewis as its new head of brands and PR.

Lewis will join the company on 12 January in an entirely new role which has been created to help the company grow its premium on- and off-trade channels.

Lewis has over 15 years of experience in premium drinks marketing and communications, having held numerous positions in this sector, most recently as director of marketing at Enotria&Coe and at Yalumba-owned Negociants prior to that.

She said: “This is a fantastic role within an exceptional business. I’m delighted to be working with New Generation and their producer partners. Together, we’ll strengthen our position through articulate brand strategy and impactful execution. Working hand in hand with producers and the team, we’ll align sales and marketing efforts to create opportunity and share their stories – and their wines, Champagnes and spirits – in the world’s most dynamic wine market.”

New Generation’s managing director, James Booth, added: “This year, our industry has faced enormous challenge and pressure. At New Generation, we have continued our positive momentum, supporting our customers and producers, and continuing to seek out new opportunities.

This appointment signals a statement of intent, to grow and sustain profit, while continuing our agenda of excellence through people, portfolio and customer service. Valerie’s considerable experience will help us to develop best in-class marketing programmes that deliver results to customers and suppliers, with creativity and energy.”