Former Cheetham Bell MD Manchester Mark Harrison has joined alcohol-free brewer DRYNKS Unlimited as Brand Partner.
The Manchester-based independent drinks business launched its Smashed range of 0% beers and ciders in 2019. Founder Richard Clark has previously worked on major drinks brands including Pepsi, Crabbies and Whitley Neil gin.
Harrison, who has held senior positions at Cheetham Bell, M&C Saatchi, Karmarama and Mother, will support Richard Clark and the DRYNKS marketing & sales team to develop a “strategic brand narrative, brand plans and creative executions” for the Smashed and DRYNKS Unlimited brands.
Clark said: “Mark joins us at a key moment as we accelerate the growth of our Smashed brand in the UK and globally. He is perfectly positioned to help us align our creative brand focus and drive awareness with consumers who are increasingly looking for a quality great-tasting alternative to alcohol. Mark will be joining a brilliantly passionate team who are all focused on driving growth for the brand. We’re really excited to have Mark on the team.”
Harrison added: “DRYNKS Unlimited is an incredibly exciting and ambitious business which has positioned itself as a leader in the alcohol-free category with its innovative dealcoholisation process.
“The Smashed brand stands out like a beacon on shelf and has immense potential and I want to help Richard and his team develop a creative brand ambition to see them deliver real excitement to consumers.”
