Beverage company Lion has appointed Simon Edgar to general manager of its spirits business, which includes Vanguard Luxury Brands and Four Pillars.
Since 2017, Edgar was based in Hong Kong as managing director of Innocent Asia, a division of Innocent Drinks.
Prior to that he worked for Coca-Cola Company in Europe and the Asia Pacific. Lion said he was pivotal to several acquisitions, including Innocent Drinks, where he led the post-acquisition integration efforts.
Most recently, Edgar has been on the high seas, competing in sailing regattas around the world for the last six months.
Lion formed a stand-alone spirits division – Four Corners Global Spirits – last year after acquiring the remainder of Four Pillars.
CEO Sam Fischer said Edgar’s experience working with smaller craft businesses and large corporations made him ideal for the role.
“We are thrilled to welcome Simon to Lion as the new leader of our spirits business. His proven track record of leadership and strategic vision will be invaluable as we continue to grow and innovate in the craft spirits industry. We’re confident that Simon’s expertise will further strengthen our position as a leader in the market,” Fischer said.
Edgar said, “Not only is it exciting to return to this part of the world, but to be named General Manager of such a portfolio of premium brands, including market leader, Four Pillars, as well as the likes of Four Roses, Fortaleza and our growing tapped cocktails range, is a real thrill.
“I’m looking forward to getting started and continuing on its success and other brands within our portfolio.”
Edgar will work alongside Four Pillars co-founders Cameron Mackenzie and Matt Jones who will remain part of the leadership group of Lion’s spirits business.
