East Imperial, which produces and markets branded premium mixers, said it has formed a new strategic advisory board made up of industry veterans from the global beverage sector.

The Company highlighted to investors that the founding members of the advisory board bring ‘decades of international C-Suite experience in the premium spirits and non-alcohol markets as well as expertise in sales and distribution with some of the world's most famous brands.’

The founding members will work closely with Tony Burt, CEO, and the leadership team on implementing East Imperial's growth strategy including deepening the brand's presence across key regions, further geographic expansion and new product development.

The strategic advisory board comprises a number of founding members including Stefano Saccardi, ex-Managing Director, Officer Legal Affairs & Business Development and former Board Member of Campari Group, one of the largest players in the premium spirits industry.

Shane Richardson, who was most recently the Managing Director Coca-Cola Amatil and who has also held a number of positions at Campari Australia, also has a position on the Board.

The Board will also include Horace Ngai who has held various senior management positions at Pernod Ricard across Asia, and Julious Grant, the ex-Chief Commercial Officer of the US beverage firm Beam Suntory, US and the ex-CEO of the UK’s Bacardi Brown-Forman House. 

Shares in East Imperial have increased by over 65% in value since the beginning of June. Today, shares were trading 6.90% higher during late morning at 15.5p following the news.

The final two members of the new advisory board will be Palden Namgyal, the founder and Senior Managing Director of Atlas Advisors, a New York-based investment bank focused on the consumer products sector; as well as Martin Reimann, the ex-Regional Managing Director for Asia Pacific and India at the Glasgow-based ultra-premium spirits company Edrington.

Commenting on the Board, Tony Burt, CEO & Founder of East Imperial, said: "I'm incredibly excited to announce the formation of our Strategic Advisory Board. To assemble such an extraordinary group of talented individuals with such a wealth of industry knowledge will be invaluable to our business and is a huge endorsement for our brand and the opportunities ahead. I am looking forward to working with all of them and I am grateful for their support."

Horace Ngai, ex-Managing Director of Pernod Ricard in Greater China, commented: "I am thrilled to be joining East Imperial's Strategic Advisory Board. I've been incredibly impressed with the quality of their drinks and their popularity among customers. I'm looking forward to working with Tony and the other members of the board to build on the progress so far and to make East Imperial one of the most successful premium brands across the globe."

In a trading update released last month, East Imperial said it had continued to see strong growth throughout this year with revenues up 60% during 1H21 compared with 1H20.

The group explained to investors that this had been driven by a combination of higher sales in venues which have been allowed to open up again with fewer or no COVID-19 restrictions, as well as additional supply agreements with new hotels, restaurants and retail chains.

East Imperial said this momentum has continued into the second half where there has been a strong return to demand in some key markets, namely New Zealand, Europe and the US. 

In Asia, there were reported pockets of demand returning although a number of COVID-19 restrictions remain in key territories and in travel hubs such as Singapore. Meanwhile, the Group said New Zealand remains robust in multiple channels as it enters the warmer months.

It highlighted the progress of its stated growth strategy since listing in July with the Group having secured a number of further supply agreements with well-known retail brands including Woolworths and Foodstuffs, adding over 600 outlets across Australia and New Zealand.

East Imperial said it expects key markets to continue to recover and grow as they open up again, particularly on-trade which has been most significantly impacted during the pandemic. 

The Company said it also expects online and direct to consumer channels to grow and begin to make up a more meaningful source of revenues over the remainder of this year.
 
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