Ashcroft, who has worked at Scottish Courage for 19 years, was most recently trading director for wholesale and has held various off-trade roles.
He replaces Mark Gerken who has been promoted to the position of sales managing director for the off-trade.
Ashcroft added: “This is an exciting and challenging position. I’m optimistic about the year ahead and hope to build on the success that the grocery team has worked very hard to achieve.”
Kim Francis, who was most recently trading director in national sales responsible for Punch Group and Greene King, replaces Ashcroft as trading director for wholesale.
He has worked at Scottish Courage for 20 years, during which time he has held senior sales roles within on-trade and national sales, including responsibility for the field sales force and customer marketing.