Senior appointment at Purity
Purity Brewing Co has appointed former Heineken executive Darryl Hinksman as its new Head of Brand.
The role includes all marketing for Purity’s portfolio of beers, as well as responsibility for driving the Warwickshire brewery’s off-trade sales, which is particularly important as Purity has ambitions to grow its national distribution.
The appointment of Darryl comes as Purity prepares to open a new brewhouse at its site near Alcester. The new facility will soon enable the brewer to produce up to 140,000 pints of beer every week, a 150% increase in brewing capacity.
Darryl spent four years as Head of On-Trade Customer Marketing at Heineken sitting on both the On-Trade and UK Marketing Executive teams. He was also head of the team responsible for developing the on-trade stocking and investment strategies, as well as advising on the consumer and customer targeting for new product launches. His time with Heineken also included being an Account Director in the off-trade.
Darryl said: “I’m glad to have joined Purity at such an exciting time. It’s a fantastic brand with three beers crafted with quality and consistency. I’m looking forward to raising the profile of the brand and establishing new stockist in parts of the country where Purity currently doesn’t have a presence.”
Purity’s Managing Director, Paul Halsey, added: “We’re on the verge of a crucial point in our business development, so it’s important to have the right people on-board who will really contribute and help drive the company forward. Darryl’s knowledge and experience will be a considerable asset to Purity.”