Lion Little World Beverages has announced the appointment of Adrian Mooney as Marketing Director for Europe and Asia.

It’s a move designed to accelerate take-up of craft beer amongst consumers and in underdeveloped trade sectors.

Mooney’s hire comes alongside appointments he has made across digital and social media and a revamp of hospitality leadership across its four UK taproom venues, including the flagship Little Creatures Tap & Brewery at King’s Cross.

“Craft beer is an extremely exciting and creative space but after ten years of growth, numbers of drinkers have slowed down as the sector has saturated with similar looking brands and designs and it’s become harder to understand and differentiate,” said Mooney.

“Our consumer research indicates that non-craft beer drinkers see barriers to trying craft beer with over half unfamiliar with brands and a further third either feeling craft brands have confusingly unclear styles and names or are too pretentious. This year, we have tripled our marketing budget to underline our commitment to growing the category.”L

Mooney brings with him strong entrepreneurial and brand building experience, having run a start-up for two years in London as well as Marketing Director roles at Heinz, McVitie’s, Britvic and Tetley.

He said: “I started working with the business in a consulting role in August 2020, developing Little World Beverages’ first marketing strategy, which defined clear roles in the category for our amazing brands. 

“Fourpure is very much at the gateway to craft beer and its pure and simple proposition helps hold the door open to craft curious consumers and will soon be reflecting its humble Bermondsey SE16 roots.

“Magic Rock has grown massively in the past 18 months with a wider audience of craft aficionados who have come to appreciate its differentiated look and globally award-winning brews which pique their curiosity.

“We are also well placed with the next generation of drinkers looking for attitude and experience, in bringing New Belgium’s US craft IPA – Voodoo Ranger to the UK.  

“Our immediate priority is working with our customers in the pub and beer space to provide vital support, ensuring they get back on their feet and are able to thrive post-lockdown. We feel our brand portfolio is well placed to help them differentiate their offer.”