Lion, a prominent player in the beverage industry, has appointed Simon Edgar as the new General Manager of its spirits business, encompassing Vanguard Luxury Brands and Four Pillars. Edgar assumed his role earlier this month, bringing with him a wealth of experience in both smaller craft enterprises and larger corporations.
Sam Fischer, CEO of Lion, expressed his enthusiasm for Edgar’s appointment, highlighting his leadership skills and strategic acumen as invaluable assets for the company. Fischer stated, “We are thrilled to welcome Simon Edgar to Lion as the new leader of our spirits business. His proven track record and vision will be instrumental as we continue to expand and innovate in the craft spirits sector.”
Edgar’s background includes serving as the Managing Director of Innocent Asia at Innocent Drinks, where he was stationed in Hong Kong since 2017. Prior to this role, he held significant positions with Coca-Cola across Europe and Asia-Pacific. Notably, Edgar has been involved in various acquisitions, including leading post-acquisition integration efforts for Innocent Drinks.
The appointment of Edgar comes at a significant juncture for Lion, following the establishment of a standalone spirits division last year with the inclusion of Four Pillars and Vanguard Luxury Brands. Edgar expressed his excitement about leveraging his experience to contribute to Lion’s spirits business, citing his extensive background in managing diverse businesses within a corporate framework.
Upon assuming his new role, Edgar brings renewed energy, having recently returned from six months of global sailing regattas. He outlined his priorities for Lion’s spirits business, emphasizing the introduction of new brands, expansion of tapped cocktails offerings, and the continued development of Four Pillars, including the latest addition, Whisky Barrel Gin.
Reflecting on his affinity for Lion, Edgar acknowledged the organization’s strong presence in his native New Zealand. However, he underscored that his decision to join Lion was driven by the opportunity to forge meaningful relationships and extend the company’s reach beyond its core operations.
As Edgar settles into his role, he expresses excitement about the possibilities ahead, emphasizing the collaborative spirit within Lion and the collective ambition to shape the future of the spirits business. He concluded, “What excites me most is we now get to write the rest of this story,” highlighting the potential for innovation and growth in the evolving landscape of the spirits industry.
