European non-alcoholic beverages association UNESDA has appointed a new president.

The trade body, which rotates its presidency every two years, said today (5 June) that Luis Bach, CEO of Orangina Schweppes, will replace GlaxoSmithKline's GM of nutritional products, Graham Neale, in the position.

Bach has been CEO of Orangina Schweppes since the beginning of last year. He was formerly regional director for Northern Europe, Middle East and Africa at Bacardi-Martini Group, where he spent over 28 years in a variety of roles.

At a meeting of UNESDA's general assembly late last month, Bach highlighted the necessity to convince all stakeholders of the benefits of self regulation versus the willingness of some stakeholders to create additional and unreasonable rules related to our business, the trade body said.

"We have managed to change the perception of key opinion leaders as to who we are and what we do," he said. "Our approach has been, and will always be, to support self-regulation as the most efficient and effective way to address key issues."

Founded in 1958, UNESDA is made up of the national non-alcoholic beverages associations of the European Union and company members who conduct business in at least five EU Member States.