KBE Drinks has promoted Sales Director Shaun Goode to lead the business as Chief Operating Officer. Shaun will officially assume the role from 1st December and has already set in place a focused new strategy to build on the substantial growth that the business has seen in recent years, as well as help it to surpass the challenges of the coronavirus pandemic.

Shaun joined the company in October 2016 as Sales Director and at a time that KBE was a single-brand business selling Kingfisher Beer in the UK and throughout Europe.  Since then he has been instrumental in elevating the business which now operates as the exclusive distributor for 14 global beer and cider brands, including such favourites as Sagres from Portugal, Dos Equis from Mexico and England’s own legendary ale, Theakston Old Peculier. Shaun has also played a key role in growing the company’s flagship brand, Kingfisher; expanding it into key international markets such as the UAE and Canada.

Within the UK, Shaun has helped broaden Kingfisher’s appeal beyond the curry occasion helping the business to secure beer partner status within Premier League Football, County Cricket and Rugby League Stadia as well as in the live music and festival space.  Shaun comments, “Whilst the British Curry Channel will always be the beating heart of the brand, it is important for us to not limit its appeal to just one consumption occasion”.

Prior to joining KBE Drinks, Shaun had acquired leadership experience working with some of the drinks industry giants including Scottish and Newcastle, HeinekenUK and C&C Group building brands across multiple channels.  Shaun is therefore well positioned to help navigate KBE Drinks through the current global crisis, and remains upbeat in regards to its prospects, “Times such as these present opportunities, as well as challenges, and the last six months have afforded us a chance to re-evaluate our business and plot a new course forward.  We have some exciting new brand projects and commercial initiatives ongoing and expect to be able to share positive news of our plans in the coming months.  As consumers develop evermore curious and sophisticated tastes, we’ll continue to search out new opportunities that will offer something a little different”.

Dr Vijay Mallya
Chairman
KBE Drinks