Hopkins, who starts on Monday as sector development manager, previously held senior management roles in sales, marketing and operations at Turkish drinks distributor Tees and was responsible for growing the Efes Pilsen brand in the UK.
In the new role he will be responsible for building JJ's product range. "Initially, it is my intention to launch a core range of branded goods that will suit the majority of JJ trade sectors. Thereafter I intend to develop more specialised products including the introduction of some new exclusive lines," he said.
JJ Food Service announced its move into alcohol last month when it joined buying group Landmark Wholesale.
"The introduction of alcohol to the JJ Food Service product range is the next natural progression in developing a one-stop shop facility and I am excited with this new challenge set before me," Hopkins said.
"I'm pleased to have this opportunity to help elevate JJ to an even higher level and attract an even wider audience of customers".
Hopkins said it was too early to make sales predictions for the fledging alcohol business but said it would make a "bang" on the balance sheet.
JJ Food Service was 26th in The Grocer's Big 30 Wholesaler ranking, published last month. Its turnover rose 5.1% to £134.4m in the year to March 2010, spurred by the opening of new depots and take-up of its click and collect cash & carry offering.