Pernod Ricard UK has appointed Chris Shead as channel director for spirits in the off-trade.

Reporting into Simon van Moppes, the commercial director for spirits, Shead replaces Chris Ellis, who was promoted to head up wines earlier this year.

Shead has been with PRUK for eight years, most recently as commercial strategy director. Before that he was the grocery business unit controller for spirits.

“Chris brings a wealth of off-trade spirits expertise to this key role within our business,” said van Moppes.

“This, combined with his experience as commercial strategy director, strongly positions him to bring the energy, insight and strategic focus required to help our valued off-trade customers realise the profit potential of premium spirits for their business.”

Before joining Pernod Ricard UK, Shead held a number of commercial and category management roles at companies including General Electric, Dyson and Mars.