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    18 April, 2024

    Simon Edgar Appointed General Manager of Lion’s Spirits Business

    April 18, 2024 – Leading beverage company Lion is pleased to announce the appointment of Simon Edgar as the new General Manager of its spirits business, comprising of Vanguard Luxury Brands and Four Pillars. Simon joins Lion after an extensive search to fill the position.

    Bringing a wealth of experience from his previous roles, Simon most recently served as the Managing Director of Innocent Asia at Innocent Drinks, based in Hong Kong, since 2017. Prior to his tenure at Innocent Drinks, he held various key positions within The Coca-Cola system across Europe and Asia-Pacific. Notably, he played a pivotal role in several acquisitions, including that of Innocent Drinks, where he also spearheaded the post-acquisition integration efforts.

    Last year, when Four Pillars joined Lion’s Vanguard Luxury Brands distribution business, it formed a new, stand-alone spirits division in Lion.

    Simon’s experience of working within both smaller craft businesses and larger corporations makes him ideally suited for his new role at Lion.

    Originally hailing from New Zealand, Simon has recently returned from spending 6 months competing in sailing regattas around the world, bringing a fresh perspective and renewed energy to his new position.

    “We are thrilled to welcome Simon to Lion as the new leader of our spirits business,” said Lion CEO, Sam Fischer.

    “His proven track record of leadership and strategic vision will be invaluable as we continue to grow and innovate in the craft spirits industry.

    “After bringing Four Pillars Gin into the fold alongside Vanguard, our spirits offering has continued to go from strength to strength, we are confident that Simon’s expertise will further strengthen our position as a leader in the market.”

    Simon Edgar said, “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.

    “I’m looking forward to getting started and continuing on its success and other brands within our portfolio.”

    Simon will work alongside Four Pillars co-founders Cameron Mackenzie and Matt Jones who will remain part of the leadership group of Lion’s spirits business.



    About Four Pillars

    Four Pillars Gin was established in 2013 in the Yarra Valley on the outskirts of Melbourne and has become one of the world’s benchmark distilleries and Australia’s number one craft spirit.

    Four Pillars was awarded International Gin Producer of the Year in 2019, 2020 and 2023 by the IWSC. In 2022, Four Pillars achieved carbon neutral status and was awarded the inaugural Greens Spirit Initiative Trophy by the IWSC in 2022 for its sustainability efforts.

    At the 2023 Icons of Gin Awards Four Pillars was awarded Sustainable Distillery of the Year, Visitor Attraction of the Year and Co-Founder Cameron Mackenzie was awarded Master Distiller of the Year.  Four Pillars range of gins have won more than 100 gold medals and dozens of trophies at the world’s most prestigious spirits competitions.

    Four Pillars makes a range of gins headlined by the original Rare Dry Gin, alongside Fresh Yuzu Gin, Olive Leaf Gin, Spiced Negroni Gin, the cult favourite Bloody Shiraz Gin and the world’s most-awarded Navy Strength Gin. Four Pillars’ home remains Healesville in the Yarra Valley and it operates a world-class Laboratory and Eileen’s cocktail bar, in Sydney’s Surry Hills. Four Pillars also produces a range of gin RTDs and two alcohol-free variants.

    Four Pillars is available in more than 25 markets globally as well as having a significant presence in Global Travel Retail and the Duty Free sector.


    About Vanguard

    Established by James France in 2008, Vanguard Luxury Brands is Australia’s leading producer, importer, marketer and distributor of premium spirits such as Four Pillars, Flor De Cana, Fortaleza and tapped cocktails. Based in Sydney, Vanguard Luxury Brands distributes across all states and territories of Australia, catering to the best bars, liquor stores, restaurants, and hotels.

    Vanguard Luxury Brands is very proud to have won Australia’s top award: the ALIA award for On-Premise Supplier Of The Year in 2018, 2015 and 2013 and 2022 as well as being Highly Commended for this award in 2014, 2016, 2017 and 2019. Vanguard Luxury Brands has been 100% owned by Lion since 2021.