Holsten UK has promoted Chris Ellis to director of sales, off-trade, to continue to drive the growth of key brand Holsten Pils. Ellis was previously national account controller for retail. Before joining Holsten UK, he was business manager for Asda at First Drinks Brands. He will assume responsibility for grocery, specialists, convenience, cash and carry and off trade wholesale sectors. His main task will be to align strategy across all retail sectors. Ellis reports to sales director Geoff Bradman who said: "Our business has shown significant growth in the off trade in the past 18 months. This appointment will allow us to build on our success." According to ACNielsen, Holsten Pils has increased its volume market share of the off trade premium packaged lager market to 2.4% (Mar/Apr 02) since relaunch last year. It is the number four premium lager in independent retailers and has shown value share growth of 47% in multiple grocers. {{PEOPLE MOVES }}