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Paul Schaafsma lands new CEO role

Paul Schaafsma lands new CEO role

Just over a year after leaving Accolade Wines, Paul Schaafsma has secured a new CEO role at Broadland Wineries.

The owner of Broadland, Mark Lansley, is stepping back from the day-to-day running of the business and taking on the new role of part-time chairman.

Lansley said: “Paul is a proven international brand builder and organisation developer. He knows how to create consumer pull, and how to add value to retailer-led businesses. I can't wait to see what synergies unfold. This is very exciting." 

Schaafsma added: “Broadland is a diverse and exciting wine business with significant untapped potential.  I look forward to leading, and further developing, the strong management team, and implementing an appropriate multi-channel strategy for our customers. A brand-led portfolio is likely to feature in our plans and I look forward to sharing more news shortly.” 

Broadland Wineries is an international wine importer, bottler, innovator and supplier of branded and private label wines to the UK, US and Nordic markets. Established in 1965, the company has 130 staff and an annual turnover of £60m. In addition to private and own label, the company has developed a number of popular wine brands including Waipapa Bay, Three Mills, Minivino and Le Soleil. Since May, the company has launched a significant number of new products including Bird’s Eye View from Langhorne Creek, Artisento Prosecco and TrimVin, a 187ml low calorie, lighter alcohol red, white and rosé. The company has increased its turnover by 600% since 2006.

Second big role in less than a month for Schaafsma

Earlier in September, New Zealand wine company Invivo Wines announced the appointment of Schaafsma as a non-executive director.

Schaafsma has told the drinks business that this role is complementary to his new post at Broadland, confirming that there is no conflict between the two business. 

Invivo noted when it appointed Schaafsma: "Under Paul’s leadership, the fifth largest wine company in the world exceeded AUD$1billion in revenue with a team of 1700 employees across Australia, New Zealand, UK, China, Japan, South East Asia, US, Chile, Canada and South Africa. His work in the industry culminated in Paul being awarded "Man of the Year" by Drinks Business magazine in 2015."

Invivo co-founder Tim Lightbourne said having Paul on board was an incredible coup for the company: "We’re over the moon to have a director with Paul’s background and understanding of the wine world. We spent a long time finding the right director to join our board, but when we spoke with Paul it was obvious he shared the same ideas about brand building and standing out from the crowd as we do. We look forward to working with Paul to achieve our global ambitions for Invivo".

"In a short space of time Invivo has established itself as a true innovator within the global wine industry. Passion, drive and a clear understanding of what the consumer wants have delivered strong results for the business. I’m honoured to be joining the Invivo board," said Schaafsma. "I have tremendous respect for Tim and Rob and look forward to working with them."

Invivo is New Zealand’s first and only equity crowdfunded winery with investment secured in a record crowdfunding raise in 2015. The winery launched the Graham Norton wine brand in 2014 with expected sales of more than million bottles this year.

Broadland moves to capitalise on Aussie wine in the UK

Last month, Broadland Wineries launched its Aussie produced Bird's Eye View range, exclusively aimed at the British off-trade.

Sourced from Project Wine (formerly Langhorne Creek Winery), the range includes three 2016 vintages – Sauvignon Blanc-Semillon, Cabernet Sauvignon-Sangiovese and Shiraz Viognier – with a Chardonnay addition later in the year.

“Langhorne Creek is a hidden gem, producing very high quality fruit.  Project Wine has significant expertise in the region meaning they can offer excellent value for money compared with equivalent wines from some of the better-known regions throughout Australia," said Arabella Woodrow, MW at Broadland Wineries.