Marvin Henshaw

We have the ability to cover a range of services within the drinks business based on success & experience gained from working for both major brand owners as well as establishing a successful small premium drinks brand. With 30 years experience within the drink industry, we have the ability to offer huge amount of specialist knowledge and market insight as well as an extensive network of contacts across the Industry We aim to work with premium drinks brands to bring to market and develop the appropriate sales & marketing activation plans aligned to agreed business objectives. Premium Beverages can also offer the following associated services: Sales activation & execution plans Category management expertise Sales coaching Marketing Third party sales facility Local & national PR Premium Beverages Ltd has the UK sales importer rights for Pago Premium Fruit Juice, which is a leading European brand that is very successful in hotel, cafebars & restaurants. Alongside this now includes the UK brand management for award winning premium craft gin, Empress 1908 from Canada.

Responsibilities: •Full commercial & operational management of the total UK business •Development & implementation of brand & trade marketing campaigns •Creating strategic sales platform to unlock sustainable sales growth •Identify and formulate the most efficient and effective way to sell and distribute products through the market to optimise sales and profit •Leadership responsibility for 5 direct reports Achievements: •Creation of sales team from inception •Delivered year on year double digit volume growth and a profit platform for sustainable margin •Implementation of new importer model with achievement of 65 new wholesale accounts within 18 months •Flawless execution of Marketing and Trade Marketing campaigns •Delivered 3-year plan which was basis of strategic review of Pago business in UK

Responsibilities: •Part of the WTBS leadership team responsible for the Route To Market & regional brewer sector •Turnover £65M •Volume 250K HL •Recruiting, training and managing 6 direct reports including National Account Controllers, National Managers & Tele-Account management team •Developing and delivering a WTBS route to market sales strategy to support the achievement of the broader WTBS business objectives, which resulted in both growth in margin & rate per HL •Recruiting & managing execution plans for new agency brands like Pago Premium Fruit Juice and San Pellegrino within route to market sector •Devised and implementing new wholesale pricing strategy by wholesaler customer classification Achievements: •Designed & executed a business plan that focused on clear channel and customer propositions, through a fully aligned sales team & working off a new pricing policy aimed to unlock value. •Developed, lead and drove the WTBS route to market team, ensuring high levels of achievement, engagement and personal development across all key areas and roles •Delivered a financial performance including the achievement of targeted profit, volume, investment and cash collection targets during term in role

Responsibilities: •Full accountability for the WTBS P&L ledger ,which was a strategic Inbev account •Devising & implementing a marketing strategy across the core brand portfolio •Responsible for the outlet excellence program in line with customer brand plans and trading agreement •Own and manage Third Party distribution & lead internal team on pricing & depot delivered processes •Developing a strategic plan with WTBS as customer & competitor, engaging both leadership teams to agree on specific joint initiatives to grow volume & value for both companies, this resulted in immediate volume & margin growth within the first year •Volume 54000 HL •Margin responsibility circa £5.7 M •Brand Activity circa £220K Achievements: •Key results volume : Year on Year growth Beer 18.27% + Stella Artois 4.16% •Active role in the launch of Beck’s Vier draught within the WTBS business •Awarded Account Handler of the year 2007 across all drinks categories

Responsibilities: •Part of the direct Independent management team responsible for the North of England •Developing & implementing the Independent new business model, incorporating the mix use of both Field & Tele Account Management for both Direct & Indirect customers •Identifying and setting up new business KPI’s in order to maximise productivity, this included analysis on segmentation success by brand & sales force volume / distribution conversion. •Building of induction and development plans for individuals within my team, which ensured that each team member had clarity of role & responsibilities to deliver success. •Establishing working parties which reviewed adapted and implemented new ways of working behind the New Independent sales team. This ensured 100% alignment behind logistics, brand dispense & credit control. •Developing a strategic business plan which delivered the new business task for 2005 •Producing & implementing individual account plans for each new customer, in line with company business objectives & the customer’s commercial needs. This created the foundation for the brands to be successful within the new outlets. Achievements: •Recruited, trained and lead the New Key Account Management Team of 8 people from inception •Target 480 New Accounts Result 600 – 125% •Target 48 Accounts over 150 HL Result 51 – 106% •Target 1200 New brand distribution point Result 1411 – 117%