Based in Greater Manchester, Kingsland Drinks is an employee-owned business involved in wine and spirits creation, co-packing and bottling.

Baldwin will take up her new role in April 2025 when she departs Purity after more than six years with the firm.

With a strong background in FMCG across the retail, consumer brands and own label channels, Baldwin has extensive commercial experience in senior leadership roles.

This includes serving as the managing director at Gü Puds, vice president for UK marketing at Arla Foods and category director at Asda. She is also a long-standing board and executive council member of the British Soft Drinks Association.

Baldwin is replacing Ed Baker, who led the business until his departure in November 2024 alongside chair Andy Sagar.

“Sarah’s extensive experience in drinks and the wider FMCG industry will play a considerable role in the coming years as we continue to build our position as a competitive full-service drinks company,” Sagar said.

“We cater for every part of the drinks industry, from UK high street retailers and the national on trade, to global brands requiring a production and packing partner and challenger brands wishing to scale.

“We are confident that Sarah’s expertise and vision will continue to drive our company forward and help us deliver our long-term company vision – to build a better drinks industry and society. We welcome Sarah to the Kingsland family.”

Meanwhile, Baldwin shared her excitement about joining a talented and well-developed team with a “unique” business.

“I very much embrace the opportunity to embark on this new chapter at Kingsland Drinks Group and be part of how the firm grows in the long term,” she added.

In recent years, Kingsland Drinks has increased its focus on spirits and no and low alcohol creation, while also enhancing its capacity to pack wines and spirits in new and emerging formats such as new carbonation, bottling, bag-in-box and canning lines.

The company has also reinstated its onsite winery and expanded its NPD capabilities with a new laboratory in recent years.