C&C Group, the Irish company behind Magners cider, has appointed John Holberry as managing director of its Magners GB business.
Holberry joins C&C Group from Coors Brewers, where he has been managing director of Coors' sales operations since 2001. He will take up his new role on 18 March.
Holberry's considerable experience in the drinks industry would spearhead the growth and further development of Magners in Great Britain, said C&C Group CEO Maurice Pratt.
Last month C&C Group warned full-year revenue and profit margin would be lower than expected because of a weak performance from Magners in Britain.