Holberry, who takes up his new role on May 25, has been sales director for the on-trade since 2003 and previously led the company's off-trade sales operations. Coors said that his extensive knowledge of both sectors would be utilised in the new role.
The change follows the decision of Kevin Brownsey, off-trade sales director at Coors, to leave the company. Brownsey was last week named as sales director for Kellogg UK (The Grocer, May 6, p18).
Holberry said: "This is a great opportunity to unify the Coors sales team. I look forward to re-establishing old friendships in the off-trade and developing strong working partnerships with all our customers.
"I am very excited about working with the industry's best sales team."