By Andrew Starke

The Foster’s Group is looking for a new marketing director for its beer unit after announcing that the incumbent, Peter Sinclair, is to move to the Middle East.

The beer giant was quick to point out that Sinclair is not being exiled for poor performance but rather relocating to Dubai for family reasons.

His new position will be GM of marketing and commercial development – African and Eastern, the leading importer, distributor and retailer of alcohol beverages in the Middle East.

Sinclair has worked for CUB for 12 years after initially being employed as a senior brand manager for VB and has progressed his career across almost all brands in the CUB portfolio, culminating in his appointment as marketing director 18 months ago.

“Peter has chosen to pursue this opportunity as it allows him to be closer to his UK based family but I’m delighted he’ll remain as part of the Foster’s team,” said CUB MD, John Pollaers.

“I know I speak for the entire team in saying he will be missed but this locates him closer to his family and at the same time affords a number of professional opportunities. Peter has made a significant contribution to the business, achieving strong results for our brands and leading a young and talented team.”

Sinclair has been at the helm of a number of campaigns and product launches during his time with CUB including the launch of Pure Blonde, Australia’s first beer marketed as low-carb, the evolution of the VB brand and the double digit growth of Corona.

More recently he has overseen the growth of the Carlton stable of brands including the latest campaign 'Slow Mo' and the development of CUB’s portfolio of craft beers which include Fat Yak and Big Helga.

Sinclair will commence in his new role with A&E at the start of November but will continue to provide support to the business until a new marketing director commences.

An international search has commenced for the role of marketing director CUB.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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