Swadling has worked in the trading team at Londis for nine years, initially as trading manager for beers and then as category manager for beers, wines, spirits and tobacco.
He will leave the trading team and join the retail sales team to take charge of a team of retail sales managers, who cover the area from the Midlands through to the north west of England and north Wales.
"It's good to have the opportunity to broaden my experience and get to know the retailers better at the coal face," said Swadling. "I hope knowledge gained from my days at head office will enable me to work with the retail sales managers and retailers in a creative way in the field."
In June this year, Swadling made a splash at the Drinksummit as he spoke about how independent retailers could compete against the multiples with alcohol sales. He said local products played a key part in boosting Londis sales.