DURBAN - Mike Middleton has been appointed as the Managing Director of the bespoke agency solution for Distell called Liquid, effective from 1 April 2019.
Middleton brings with him over 20 years of marketing and brand experience as well as knowledge of the Fast-Moving Consumer Goods (FMCG) industry, gained in the Europe, Middle East & Africa regions.
He joins Liquid from Yum! Restaurants International, where he worked for over three years, as Chief Marketing Officer. Prior to that, Middleton held senior positions at Mondelez International, where he was Group Chief Marketing Officer for Sub-Saharan Africa Cadbury and Kraft Foods before being Marketing Director for Europe, looking after the Biscuits portfolio.
"This is a very exciting time to be joining Liquid and I’m thrilled to be part of the senior team of such a dynamic and ambitious company," said Middleton.
Liquid is in the process of driving forward significant developments for Distell’s Tier 1 brands, which include Savanna, Hunter’s, Edge, Viceroy, Amarula Cream, Bain’s Cape Mountain Whisky and Scottish Leader. This involves reshaping their marketing strategy and placing emphasis in delivering on Distell’s global growth ambitions.