Premium spirits importer and distributer, Mangrove UK, has appointed Joel Defries as Head of Marketing. Joel joins Team Purple fresh from his four years experience as Marketing and Brand Manager, growing the boutique Our/London vodka distillery in Hackney.
In his new role Joel will be responsible for leading Mangrove UK’s marketing strategy, building brand identity and visibility in key markets. This will include a focus on retention and expansion of existing accounts through exciting brand activations, as well as supporting the acquistion of new brands.
Joel commented:
“Mangrove UK is at a hugely exciting time in its evolution: it’s brands are very high quality, sexy and cutting edge, yet all with a clear commitment to try and make the world better a better place. These are all qualities that I really admire, and I am looking forward to the opportunity to further invigorate the brands. I can promise an injection of funny…ish jokes, disruptive thinking and unique dress sense!”
Nick Gillett, Managing Director, added:
“I have had huge respect for the work Joel has done at Our/London building a disruptive brand that is focused on its sense of community. Anchored by its strong roots and local partnerships, the brand has grown to be stocked by over 400 accounts nationwide. Team Purple is made up of some of the sharpest and most innovative minds in the industry – we welcome Joel’s fresh and exciting thinking, to drive our marketing strategy forward, maximising benefit for both our premium spirits brands and our own market position in the industry.”
Prior to joining the spirits industry, Joel worked in the media spotlight as a presenter in New Zealand and the BBC children’s programme Blue Peter as well as being a pointless answer on Pointless. Joel then moved completely away from the world of television to work as a Community Support Worker, helping homeless people manage their first tenancies.
Premium spirts importer and distributor Mangrove UK, has enjoyed five years of continuous growth and manages over 20 global premium drinks brands in the UK spanning whisky, vodka, rum, pisco, cognac and liqueurs, several of which are top 10 bestselling brands in 2019.