Wells and Young’s, the brewing division of Bedfordshire-based brewer and pub operator Charles Wells, has announced the appointment of Phil Toms to the new post of director of brands.
The company said the position has been created to “ensure that each beer has a defined plan to meet customer expectations by driving footfall and increasing profit through a strong connection with its target consumers”.
Toms is to join Wells & Young’s from Nestlè Cereals, where his roles have included brands marketing controller focusing on adult brands including Shredded Wheat,
He will report to commercial director David Revell, who said: “Phil has a proven track record in developing brand performance at Nestlè Cereals on brands including Cheerios, Shreddies and Shredded Wheat and has a keen understanding of consumer needs. This will be invaluable as he shapes our strategy to build on the individual strengths of a diverse portfolio that encompasses established favourites like Wells Bombardier, rising stars such as Estrella Damm right through to the niche beers that include Banana Bread Beer and Young’s Double Chocolate Stout.”
Phil Toms added “The alcohol industry is a vibrant and exciting environment despite the many challenges it faces. I’m looking forward to bringing my experience to this stimulating market, exploring the taste profiles and features of the beers and bringing these to life through their individual characteristics and innovative collaboration with retailers.”
