Simon Edgar Takes the Helm at Lion’s Spirits Business

Simon Edgar has been appointed as the new General Manager of Lion’s spirits business, overseeing the operations of Vanguard Luxury Brands and Four Pillars. With over 30 years of experience in the FMCG industry across Europe and APAC, Edgar’s leadership is set to drive the spirits department to new heights.

Edgar’s diverse background includes key roles at Innocent Drinks and the Coca-Cola system, providing him with a unique perspective on both craft businesses and large corporations. His appointment signals Lion’s commitment to excellence and innovation in the spirits market.

A Leader with a Vision

In his new role, Edgar will collaborate closely with Four Pillars Co-Founders Cameron Mackenzie and Matt Jones, ensuring a seamless transition and alignment of strategies within the Lion spirits business. His vision for the future includes expanding the brand portfolio to reach new markets and solidify Lion’s position as a key player in the industry.

“Not only is it exciting to return to this part of the world, but to be named General Manager of such a portfolio of premium brands, including market leader, Four Pillars, as well as the likes of Four Roses, Fortaleza, and our growing tapped cocktails range, is a real thrill,” expressed Edgar.

Simon Edgar

Industry Insights and Global Reach

The appointment of Simon Edgar comes at a time when the Australian spirits industry is making waves on the global stage. With a focus on quality and innovation, professionals like Edgar are driving the industry forward and showcasing the best of Australian spirits to the world.

Stay tuned for more updates on the latest developments in the spirits industry and the impactful leadership of individuals like Simon Edgar.