Differentiator Brands, a subsidiary of Glasgow-based JW Filshill, is ramping up its presence in the competitive tonic wine market with the appointment of Kerr Mclaren as UK business development manager for Eldorado Tonic Wine.

Kerr, who succeeds Paul Doran in this key role for the business, has vast experience in the food and drink industry and joins Differentiator Brands, a subsidiary of Renfrew-based wholesaler JW Filshill, from World of Sweets, the UK’s largest distributor, importer and wholesaler of confectionery products.

“Eldorado Tonic Wine is a growing brand that has carved an excellent position in the market under the stewardship of Paul Doran, who is retiring,” said Kerr, who lives in Bowling at the foot of the Kilpatrick Hills.

“I’ve been working alongside Paul in recent weeks to learn more about the brand, its current markets and identify growth areas ahead of him leaving the business at the end of January.

“It’s a hugely exciting proposition for me to be in this new position to take ownership of an exciting alcohol brand with such huge potential to reach new markets both in Scotland and across the UK.

“Under Paul’s leadership, Eldorado Tonic Wine has secured great brand loyalty in Scotland and my role will be to further strengthen its presence on its home turf but also identify and reach new markets south of the Border.

“I’m looking forward to working closely with Filshill’s business development, marketing and social media teams, tapping into their vast experience of the retail marketplace.

“Filshill is a company I have long admired and to be joining a company with a focused, long-term business plan and an unenviable reputation across the UK wholesale industry as a great place to work – plus being based at its new, industry-leading headquarters at Westway Park near Glasgow Airport – is something I relish.

“This year will be an exciting one for development of the brand and we are also taking a stand, for the first time, at the 2024 National Convenience Show, taking place from April 29 to May 1 in Birmingham.”

Craig Brown, chief sales and marketing officer at JW Filshill, described Kerr as an “ideal fit” for Differentiator Brands and Filshill. “We’ve had our eye on Kerr for some time now and he is an ideal fit our business given his experience in both the retail and wholesale channels – we’re delighted he has joined us to play this key role in driving growth of Eldorado Tonic Wine and the wider tonic wine category.

“In addition to working with our marketing team to implement innovative marketing initiatives, extending Eldorado’s geographical distribution and grow sales across the UK in both retail and wholesale, Kerr takes on a pivotal role in our business. Our presence at this year’s National Convenience Show in Birmingham will allow us to showcase the brand to a wider UK audience.

“We’re ramping up support for Eldorado in 2024 and look forward to supporting Kerr build on the excellent work carried out by Paul Doran over the last two years and wish him the best in his retirement.”

By Ricky Kelly

Main writer for Renfrewshire News

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