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May 30, 2022 View:

Valerie Lewis heads up UK wine importer New Generation brand

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

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Lewis will join New Generation on Jan. 12 in a brand new position created to help the company expand its premium and OTC channels.

Lewis has over 15 years of experience working in premium beverage marketing and communications, holding numerous positions in this field, most recently as Marketing Director for EnotriaCoe and prior to that as Marketing Director for yalumbaa"s distributors.

It's a great role in a special industry," she says. I am excited to be working with New Generation and their manufacturer partners. We will strengthen our position through clear brand strategy and effective execution. In the world's most dynamic wine market, we will work hand-in-hand with wine producers and teams to integrate sales and marketing efforts, create opportunities, and share their stories and their wines, champagnes and spirits.

James Booth, Managing Director of New Generation, added: "This year, our industry has faced significant challenges and pressures. At New Generation, we continue to maintain positive momentum, support our customers and producers, and continue to seek new opportunities.

This appointment demonstrates our intent to grow and sustain profits while we continue our agenda of excellence through talent, product portfolio and customer service. lewis' extensive experience will help us develop the best classroom marketing programs to deliver results for our customers and suppliers with creativity and energy.