Sarah Baldwin joins Kingsland Drinks Group as managing director

Greater Manchester-based wine and spirits firm Kingsland Drinks Group has announced the appointment of Sarah Baldwin as Managing Director.

Baldwin will lead the employee-owned, full-service drinks company from April, leaving Purity Soft Drinks, where she sat as chief executive for over six years.

With a strong background in FMCG covering retail, consumer brands and own label, she has extensive and proven commercial experience earned in senior leadership roles at Gü Puds as managing director, Arla Foods as VP marketing (UK) and Asda as category director. Baldwin is also a long-standing board member and executive council member of the British Soft Drinks Association.

Baldwin’s appointment follows the departure of Ed Baker, who led the business until November 2024.

Andy Sagar, Kingsland Drinks Group chairman, said: “Sarah’s extensive experience in drinks and the wider FMCG industry will play a considerable role in the coming years as we continue to build our position as a competitive full-service drinks company.

“We cater for every part of the drinks industry, from UK high street retailers and the national on trade, to global brands requiring a production and packing partner and challenger brands wishing to scale. We are confident that Sarah’s expertise and vision will continue to drive our company forward and help us deliver our long-term company vision - to build a better drinks industry and society. We welcome Sarah to the Kingsland family.”

Baldwin commented: “I’m joining a talented and well-developed team in a unique business at an exciting time. I very much embrace the opportunity to embark on this new chapter at Kingsland Drinks Group and be part of how the firm grows in the long term.”

In recent years Kingsland has upweighted its focus on spirits and no and low alcohol creation and increased its capacity to pack wines and spirits in new and emerging formats including new carbonation, bottling, Bag in Box and canning lines.

The company also reinstated its onsite winery and expanded its NPD capabilities with a new laboratory in recent years. In 2021, the company transitioned into an employee-owned model, enabling its members to have a say in how the company is run.