Boost Drinks has expanded its senior team with the appointment of Colin Falconer as sales director to lead the business through the next stage in its journey.
Falconer will begin his new role on January 4, 2022, and brings with him a wealth of sales and leadership experience across multiple channels from his time at Mars, 2 Sisters and most notably Britvic Soft Drinks.
In his 15 years at Britvic, Falconer’s role included Convenience Channel Director and his invaluable industry knowledge and relationships coupled with his passion, ambition and strategic skills make him the ideal person to join the Boost leadership team to drive forward its growth plans.
Boost celebrated its 20th anniversary during 2021, and the appointment of Falconer comes at a pivotal moment in the company’s history. The business has plans to further expand its distribution within the UK and Irish convenience and foodservice channels with its growing functional drinks portfolio as well as building its international footprint in overseas markets.
Founder and CEO Simon Gray said: “Boost has always been exciting and ambitious, and with our recent partnership to distribute Rio, the successful launch of our coffee and the changing customer landscape ahead of us, we feel that this is a great moment for Colin to come on board.
“We’re looking forward to Colin joining at a significant moment in our business history and see him as a key catalyst in our future success.”
Colin Falconer said: “I’ve long admired the Boost Drinks story and approach, and in particular, the strong relationships they’ve built with the wholesale trade and convenience retailers as well as the growing consumer engagement in recent years.
“I have a huge passion for soft drinks and am thrilled to be joining Boost at a time of significant opportunity, and really look forward to being part of the leadership team and working with the full business to take full advantage of all the exciting opportunities open to us.”