Aspall MD Geoff Bradman has left the company after six years to join Herefordshire rival Westons Cider.
Bradman joins next week as head of sales, responsible for driving the UK business, which has seen its turnover double in the past five years to more than £42m.
At Aspall, partner Henry Chevallier Guild will helm marketing and Des Smith will run the sales team and commercial strategy implementation until a replacement is appointed.
Before Aspall, Bradman held senior sales and marketing roles at Holsten UK, First Drinks Brands and HP Bulmer. Westons plans to boost its marketing investment this year by over a third.