Appleyard spent more than 10 years with Diageo across and number of senior marketing roles, ending his career with the drinks giant in 2014 as category and shopper marketing director for Western Europe.
His work with Diageo spearheading brand strategies for Guinness, Baileys and Pimm’s, among others, and leading the joint venture with Moët Hennessy, demonstrated his ability to ‘blend strategic vision with practical execution’.
After leaving the drinks giant, Appleyard founded his own strategic business and brand marketing consultancy, Flintlock, which he ran until March this year.
Next phase of growth
In his new role as DropWorks CEO, Appleyard’s focus will be on guiding the brand’s next phase of growth ‘from start-up to scale-up’.
Commenting on his appointment, Appleyard said: “I’m incredibly excited to join DropWorks at such a pivotal moment. The brand is already challenging the status quo and redefining the rum category by producing premium British-distilled rum – not just rum bottled in Britain, but truly crafted here by a team of passionate experts.
“My goal is to drive wider appreciation for premium British rum, elevate quality standards across the entire category, and ultimately make DropWorks a household name.”
The role of a founder
Lewis Hayes will continue his role as founder and master distiller, helping to oversee the production of small-batch rums at the distillery, leveraging his extensive networks to expand the brand’s reach and share his passion for exceptional rum with its growing customer base.
“Bringing Graham on board is a game changer for DropWorks and is testament to the quality of our products and team,” Hayes added. “His deep understanding of brand strategy and ability to drive growth will be invaluable as we enter our next phase.
“This transition allows me to dedicate more time to what I love most – crafting exceptional rum and connecting with our community.”
Meanwhile, Macphie has appointed Ed Widdowson as its new chief executive, marking the fourth generation of family leadership for the Aberdeenshire-based manufacturer.
