Lixir expands export team and names non-executive directors

Crowdfunded mixer brand Lixir Drinks has expanded its export team and named three non-executive directors as it eyes global growth.

Launched by former Newcastle bartending duo Jordan Palmer and Matt Mahatme, Lixir Drinks was launched in 2018 following a crowdfundng drive that saw the brand reach its target in just 35 days.

In the brand’s first year, it saw turnover grow 100% in Q1 and Q2 2019 and it launched in 10 international markets.

As it eyes further global growth, Lixir Drinks has appointed George MacNicol and Michael Campbell-Lamerton as head of export. MacNicol and Campbell-Lamerton are both partners at Scale Drinks and bring a “wealth of experience” to the fledgling brand.

MacNicol previously working as head of European export at Fuller Smith & Turner, while Campbell-Lamerton has held directorships in export since 1989.

Lixir has also appointed three non-executive directors, Barry Chevallier Guild, former chairman of Aspall Cyder, and Peter McDonald and James Watson, joint CEOs at Mosaic Pub & Dining.

Chevallier Guild said: “For me the foundation for any really successful drink is first and foremost the quality of the liquid. Lixir delivers on that quality on each and every one of its tonics and the awards won to date only serve to confirm this, as does a phenomenal growth in sales this year.

“I am delighted to be part of a really exciting time for Lixir Drinks and look forward to working with Matt, Jordan and the team to help grow the brand both internationally and in the UK.”

Lixir Drinks was launched by Palmer and Mahatme with the aim of creating “fresh” tonics. in the UK, the duo’s naturally-flavoured range is the exclusive mixer in Selfridges bars and can be purchased in John Lewis and through wholesalers Matthew Clark, LWC Drinks and Nectar Imports.

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