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23rd July 2013

Senior appointment at Purity

Purity Brewing Co has appointed former Heineken executive Darryl Hinksman as its new Head of Brand.

 The role includes all marketing for Purity’s portfolio of beers, as well as responsibility for driving the Warwickshire brewery’s off-trade sales, which is particularly important as Purity has ambitions to grow its national distribution.



The appointment of Darryl comes as Purity prepares to open a new brewhouse at its site near Alcester. The new facility will soon enable the brewer to produce up to 140,000 pints of beer every week, a 150% increase in brewing capacity.


Darryl spent four years as Head of On-Trade Customer Marketing at Heineken sitting on both the On-Trade and UK Marketing Executive teams. He was also head of the team responsible for developing the on-trade stocking and investment strategies, as well as advising on the consumer and customer targeting for new product launches. His time with Heineken also included being an Account Director in the off-trade.


Darryl said: “I’m glad to have joined Purity at such an exciting time. It’s a fantastic brand with three beers crafted with quality and consistency. I’m looking forward to raising the profile of the brand and establishing new stockist in parts of the country where Purity currently doesn’t have a presence.”


Purity’s Managing Director, Paul Halsey, added: “We’re on the verge of a crucial point in our business development, so it’s important to have the right people on-board who will really contribute and help drive the company forward. Darryl’s knowledge and experience will be a considerable asset to Purity.”


– ENDS –


Notes to Editor

About Purity Brewing Co.

Purity Brewing Co. is a company dedicated to making a difference. In its award-winning products – Mad Goose, Pure Gold and Pure UBU – Purity demands premium quality and uniqueness. In service, Purity offers distinction, approachability and integrity.


Central to the brewer is a strong commitment to supporting the environment. Purity only uses natural ingredients, supports recycling programmes and respects the community. Also, waste products are recycled through a pond and wetland system. This sustainable eco-system helps minimise carbon dioxide emissions and encourage wildlife diversity.


Purity Brewing is a member of HEART of ENGLAND fine foods (HEFF) the regional food group for the West Midlands.


The awards

  • Pure UBU was Highly Commended in the World’s Best Golden Ale category of the 2009 World Beer Awards, organised by Beers of the World magazine.
  • GROW Special Diamond Award at the HEART of ENGLAND fine foods (HEFF) Diamond Awards, May 2009.
  • SIBA National Beer Competition, March 2009.

Ø  Gold in the Champion Best Bitters (4.1 – 4.5%) category for Mad Goose.

  • Silver in the Champion Bitters & Pale Ales (up to 4.0%) category


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