Kingsland Drinks brings in Charles Overin as new head of marketing and insights

Kingsland Drinks Group has announced the appointment of Charles Overin as the head of marketing and insights.

Joining the senior team at the company’s Salford head office, Overin will lead the firm’s insights team and play a pivotal role in the development of the company’s consumer-centric branded portfolio - including canned RTDs Vin Crowd and Mix Up and wine brand Campaneo.

With over 19 years in the drinks industry, working with global brands and drinks start-ups, he brings a wealth of experience across multiple markets and channels covering grocery, multiple and independent retail, wholesale, and the on-trade. Overin has previously worked at Treasury Wine Estates where he was head of shopper marketing; prior to that he spent eleven years at Heineken UK.

“I’m hugely excited to be joining such a dynamic company with innovative developments in the pipeline, a strong portfolio of products, and a tight-knit, supportive team all working towards the same goals,” he said.

“Having worked with large drinks brands and start-ups, I know of the challenges facing companies of all sizes; to further develop Kingsland Drinks’ position as an insights-led drinks company and take its own brands to the next level is an incredible opportunity. Kingsland Drinks has a fantastic reputation in the drinks industry and fuelled by investment and a wealth of talent it’s a brilliant time to join the business.”

Jon Eagle, commercial director at Kingsland Drinks, added: “Charles is joining us at an exciting time for the company. He has led campaigns for some huge global brands and his expertise in shopper marketing and insights and knowledge of the drinks industry will be a great asset to us as we continue to strengthen our branded product range, build on the success of Vin Crowd and Mix Up, and deliver high quality products, NPD and targeted marketing campaigns.

“While we are still in uncertain times, we are committed to supporting our partner producers, suppliers, customers and our whole team around the UK. Charles’ experience and expertise will be invaluable to us as we grow our branded offering and consolidate our position as a full-service drinks supplier in the UK’s competitive wine marketplace.”

Kingsland Drinks switched to partial employee ownership earlier this year and has invested heavily in its infrastructure, production capacities and sustainability policies. It has increased its capacity for bag in box wines, a new canning line, a high-speed bottling line, and continues to invest in NPD beyond the wine category. It has invested in a new laboratory focused on future-thinking and insights-driven product development and reinstated its on-site winery.