Filshill subsidiary commits to tonic wine growth strategy with appointment

Filshill subsidiary Differentiator Brands has appointed Kerr Mclaren as its UK business development manager as it looks to increase its presence in the tonic wine market for its Eldorado Tonic Wine product.

Kerr succeeds Paul Doran and joins from World of Sweets, he said: “Eldorado Tonic Wine is a growing brand that has carved an excellent position in the market under the stewardship of Paul Doran, who is retiring. I’ve been working alongside Paul in recent weeks to learn more about the brand, its current markets and identify growth areas ahead of him leaving the business at the end of January.

“It’s a hugely exciting proposition for me to be in this new position to take ownership of an exciting alcohol brand with such huge potential to reach new markets both in Scotland and across the UK. Under Paul’s leadership, Eldorado Tonic Wine has secured great brand loyalty in Scotland and my role will be to further strengthen its presence on its home turf but also identify and reach new markets south of the border.”

Read more: Former retailer appointed Filshill BDM

Craig Brown, chief sales and marketing officer at JW Filshill, described Kerr as an “ideal fit” for Differentiator Brands and Filshill. “We’ve had our eye on Kerr for some time now and he is an ideal fit our business given his experience in both the retail and wholesale channels – we’re delighted he has joined us to play this key role in driving growth of Eldorado Tonic Wine and the wider tonic wine category.

“In addition to working with our marketing team to implement innovative marketing initiatives, extending Eldorado’s geographical distribution and grow sales across the UK in both retail and wholesale, Kerr takes on a pivotal role in our business. Our presence at this year’s National Convenience Show in Birmingham will allow us to showcase the brand to a wider UK audience.

“We’re ramping up support for Eldorado in 2024 and look forward to supporting Kerr build on the excellent work carried out by Paul Doran over the last two years and wish him the best in his retirement.”

Avatar photo
Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via and 07960935659.


This site uses Akismet to reduce spam. Learn how your comment data is processed.