Great British Drinks Company has appointed former Adnams and Cask executive Lee Payne as its head of on trade.

Payne brings years of experience to the role, and the appointment is part of the company’s ongoing investment in the leadership team as it prepares for the next phase of growth.

The on-trade department is a core focus for the company, which runs a wide portfolio of brands, including Black Sheep Brewery, Purity Brewing and Saltaire Brewery.

This new addition to the executive team comes after former Buxton Brewery managing director Dom Metcalfe joined the business.

Metcalfe said: “Lee has the experience and vision to drive our award-winning brands forward and, most importantly, help existing and new customers grow their businesses by having a superb beer offer.

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“He will play a fundamental role in our bigger mission to restore regional British brewing back to a position of leadership across every bar. We are building a team of people who really understand good brewing and good business.”

As part of the new role, Payne will lead a team including the newly appointed James Manhire, who oversees the on-trade wholesale business across the South.

The business aims to strengthen its leadership team as part of a move to invest in overall performance, as it plans to boost growth, improve customer relationships and capitalise on opportunities in the UK drinks market.

The company has a wider goal of supporting regional British breweries to scale the overall commercial capability.

The Great British Drinks Company was officially formed in January 2026 and produces its own-label beer across three brewery sites alongside managing an umbrella of brands.