Lager boss quits Holsten after six years with brand

Holsten UK marketing director Andy Edge has quit after six years, three at the helm of the premium lager brand.

Edge is to go travelling for six months, with no job lined up on his return. Holsten has promoted marketing manager Ben Peters to replace him.

Edge had been marketing director for three years. He was behind the decision to finish Holsten Pils' sponsorship of Tottenham Hotspur FC at the end of 2001 and sanctioned the brand's much-praised 'It's the Daddy' campaign through TBWA/London, starring actor Ray Winstone.

Edge instigated an ad review a few months ago, but opted to give TBWA another chance. A print campaign without Winstone will break later this summer and there will be a packaging revamp.

Edge said he had achieved his goals at Holsten and was ready for a change.

The brand is stable in the on-trade as the third-placed premium packaged lager behind Budweiser and Becks, and is growing in the off-trade, where it is seventh.


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