Duvel Moortgat, the Belgian blond beer stocked by the big four multiples, has appointed Matthew Willson as its general manager for the UK.

Willson, who has spent the past 11 years with Coors Brewers, will be responsible for developing on and off-trade listings and building relationships with key customers.

“The speciality beer market segment still has a great deal of growth potential,” he said. "Duvel Moortgat has an innovative approach to making its brand stand out in such a competitive marketplace, and it is a challenge that I am looking forward to tackling.”

Duvel Moortgat also has brands including Vedett, Maredsous and most recently Liefmans.

“We are delighted to have Matthew on board,” said Daniel Krug, chief operating officer of Duvel Mortgat. “We think his experience and enthusiasm will be a real asset to the company and help us to drive our brands in the right direction.”