Bream will work to identify opportunities and barriers that shoppers face when purchasing wine in all channels with an aim of adding value into the category.

He joins from Greene King, where he completed his 13-year stint with a role in category marketing, and will report into Percy Fox head of customer marketing Jonathan Owen.

"We are delighted to welcome Matt on board. He has a wealth of experience in the alcohol industry and specifically within the on-trade market, which will be fundamental to drive our plans for the category.

"Volume growth within the wine category remains static with most value growth the result of price inflation.

"We have spent the last 12-18 months re-assessing the market and the challenges that it faces. With Matt's help we aim to use shopper and market research to drive category growth into all channels, by working directly with our customers on a number of bespoke initiatives," Owen said.