Mast-Jägermeister is to take its UK distribution JV in-house.

The German company, which owns the Jägermeister liqueur brand, said earlier today (28 April) that Mast-Jägermeister UK will come into being on 6 May. The joint venture with UK-based Cellar Trends, which came into being in September last year, will cease taking orders from Thursday this week.

The new entity marks Mast-Jägermeister's first subsidiary outside its domestic market. Distribution in the company's other export markets are handled by third-party partners.

Based out of offices in Surrey, the UK division will be headed by Guy Lawrence, who has previously worked for Bacard-Martini and Russian Standard, where he had held the position of European MD.

An internal promotion sees Nicole Goodwin become marketing director, while Aidan Wilday joins from Miller Brands to become sales director. Rosarie Perry will join from Brown-Forman to become head of finance, with Jonathan Dennys moving from Bacardi Brown-Forman to assume the role of customer marketing & insight controller.