Former Diageo exec joins British rum brand as CEO
Graham Appleyard, a former marketing director at drinks giant Diageo, has joined British-distilled rum brand Dropworks as CEO. The post Former Diageo exec joins British rum brand as CEO appeared first on The Drinks Business.
Graham Appleyard, a former marketing director at drinks giant Diageo, has joined British-distilled rum brand Dropworks as CEO.
Dropworks announced this week that Graham Appleyard would be joining the company as its new chief executive officer.
Appleyard's experience in the drinks industry spans more than 25 years, including four years at Diageo where he most recently held the role of category & shopper marketing director, Western Europe.
His work with Diageo included spearheading brand strategies for Guinness, Baileys and Pimm’s, among others, and leading the company's joint venture with Moët Hennessy.
As the new Dropworks CEO, Appleyard said on LinkedIn that he was excited to "play a leadership role in British-distilled rum".
He joins the company to guide the rum brand's next phase of growth from start-up to scale-up, Dropworks said in a press release announcing Appleyard's appointment. His goal is to establish it as the number one British-distilled rum brand, the company said.
Dropworks was founded by rum expert Lewis Hayes in April 2023 and produces small-batch rum distillations from its 17,000 sq ft distillery in Nottinghamshire’s Sherwood Forest.
As Appleyard steps into his new role, Lewis Hayes continues his role as founder and master distiller.
Commenting on his appointment, Appleyard said: “I’m incredibly excited to join DropWorks at such a pivotal moment. The brand is already challenging the status quo and redefining the rum category by producing premium British-distilled rum – not just rum bottled in Britain, but truly crafted here by a team of passionate experts. My goal is to drive wider appreciation for premium British rum, elevate quality standards across the entire category, and ultimately make DropWorks a household name.”
Hayes commented: “Bringing Graham on board is a game changer for DropWorks and is testament to the quality of our products and team. His deep understanding of brand strategy and ability to drive growth will be invaluable as we enter our next phase. This transition allows me to dedicate more time to what I love most – crafting exceptional rum and connecting with our community.”
Under Appleyard’s leadership, DropWorks is aiming to further expand its market presence, attract more consumers to premium rum, and position British rum on the global stage.
Dropworks announced this week that Graham Appleyard would be joining the company as its new chief executive officer.
Appleyard's experience in the drinks industry spans more than 25 years, including four years at Diageo where he most recently held the role of category & shopper marketing director, Western Europe.
His work with Diageo included spearheading brand strategies for Guinness, Baileys and Pimm’s, among others, and leading the company's joint venture with Moët Hennessy.
As the new Dropworks CEO, Appleyard said on LinkedIn that he was excited to "play a leadership role in British-distilled rum".
He joins the company to guide the rum brand's next phase of growth from start-up to scale-up, Dropworks said in a press release announcing Appleyard's appointment. His goal is to establish it as the number one British-distilled rum brand, the company said.
Dropworks was founded by rum expert Lewis Hayes in April 2023 and produces small-batch rum distillations from its 17,000 sq ft distillery in Nottinghamshire’s Sherwood Forest.
As Appleyard steps into his new role, Lewis Hayes continues his role as founder and master distiller.
Commenting on his appointment, Appleyard said: “I’m incredibly excited to join DropWorks at such a pivotal moment. The brand is already challenging the status quo and redefining the rum category by producing premium British-distilled rum – not just rum bottled in Britain, but truly crafted here by a team of passionate experts. My goal is to drive wider appreciation for premium British rum, elevate quality standards across the entire category, and ultimately make DropWorks a household name.”
Hayes commented: “Bringing Graham on board is a game changer for DropWorks and is testament to the quality of our products and team. His deep understanding of brand strategy and ability to drive growth will be invaluable as we enter our next phase. This transition allows me to dedicate more time to what I love most – crafting exceptional rum and connecting with our community.”
Under Appleyard’s leadership, DropWorks is aiming to further expand its market presence, attract more consumers to premium rum, and position British rum on the global stage. 
