peter dries tetley

Tata Global Beverages has appointed Peter Dries as director of customer and shopper marketing for Tetley.

Dries was previously customer marketing controller for off-trade at Pernod Ricard for six years, following a position as country manager for Ireland for AB InBev.

He will lead the team covering shopper behaviour across all channels, developing strategy and engaging consumers within the category.

Last year, the brand’s sales fell by 11% [Nielsen 52 w/e 2 January 2016] on volumes down 6.5%. In an attempt to boost sales, Tetley launched a £10m campaign in December to emphasise the heritage of the brand and “celebrate the best of Britain since 1837”, when the business launched. The brand hopes Dries’ experience in shopper and customer marketing will benefit the continued rollout of Tetley’s category strategy.

“We have made considerable progress in developing closer working partnerships with our customers and introducing our category strategy. My goal is to take this to the next level to achieve better activation of our strategy across all channels to benefit tea sales as a whole and Tetley’s position within the category,” said Dries.