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Simon Edgar appointed GM of Lion’s spirits business

Leading beverage company Lion has appointed Simon Edgar as the new general manager of its spirits business, comprising of Vanguard Luxury Brands and Four Pillars.

Bringing a wealth of experience from his previous roles, Edgar most recently served as the managing director of Innocent Asia at Innocent Drinks, based in Hong Kong, since 2017.

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 also spearheaded the post-acquisition integration efforts.

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

Edgar’s experience of working within both smaller craft businesses and larger corporations makes him ideally suited for his new role at Lion.

Originally hailing from New Zealand, Edgar has recently returned from spending 6 months competing in sailing regattas around the world, bringing a fresh perspective and renewed energy to his new position.

“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.”

“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,” said Edgar.

“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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