DropWorks, the Nottinghamshire-based rum brand, has appointed Graham Appleyard as its new Chief Executive Officer as the brand continues to strengthen and attract industry talent.
With a career spanning over two decades in the drinks industry, including key marketing leadership roles at global drinks giant Diageo, Appleyard’s expertise will be instrumental in continuing to drive the company’s ambitious growth strategy.
Since it was founded by rum expert Lewis Hayes in April 2023, DropWorks has been at the forefront of the British rum category, producing small-batch distillations from its 17,000 sq ft distillery in Nottinghamshire’s Sherwood Forest.
Appleyard, who also co-founded Flintlock Brand Marketing Consultancy, has an enviable track record of revitalising global brands and driving commercial success.
His work with Diageo spearheading brand strategies for Guinness, Baileys and Pimm’s, among others, and leading the joint venture with Moët Hennessy, demonstrates his ability to blend strategic vision with practical execution.
At DropWorks, Appleyard is focused on guiding the brand’s next phase of growth from start-up to scale-up, and working to establish it as the number one British-distilled rum brand.
Commenting on his appointment, Appleyard said: “I’m incredibly excited to join DropWorks at such a pivotal moment. The brand is already challenging the status quo and redefining the rum category by producing premium British-distilled rum – not just rum bottled in Britain, but truly crafted here by a team of passionate experts.
“My goal is to drive wider appreciation for premium British rum, elevate quality standards across the entire category, and ultimately make DropWorks a household name.”
As Appleyard steps into his new role, Lewis Hayes continues his role as Founder & Master Distiller. Hayes will focus on overseeing the production of innovative small-batch rums at the distillery, leveraging his extensive networks to expand the brand’s reach and share his passion for exceptional rum with a growing customer base.
“Bringing Graham on board is a game changer for DropWorks and is testament to the quality of our products and team,” said Hayes. “His deep understanding of brand strategy and ability to drive growth will be invaluable as we enter our next phase. This transition allows me to dedicate more time to what I love most – crafting exceptional rum and connecting with our community.”
