Pennell will assume his new role as Edrington’s European regional managing director on April 1.
Pennell has worked with Maxxium UK for 16 years and has been the managing director for the past 10. He was previously Maxxium’s marketing director. Pennell sits on the Executive Board of the Wine and Spirits Trade Association and was awarded Scottish Marketer of the Year in 2007.
Edrington group commercial director, Scott McCroskie said: “This new role will deliver a new level of focus on this large and complex region whilst creating a management structure consistent with the rest of the world. Huw’s knowledge, experience and leadership style will be of great benefit to Edrington. We are excited to welcome him to the business and look forward to building on the success of our company.”
His successor at Maxim will be announced later.