Beginning in April 2025, Baldwin will assume leadership of the employee-owned, full-service drinks company, Kingsland Drinks Group. She departs from her role as chief executive officer at Purity Soft Drinks, where she has served for over six years.
Baldwin brings a wealth of experience in fast-moving consumer goods (FMCG), spanning retail, consumer brands, and private labels. Her strong commercial background includes senior leadership positions, such as managing director at Gü Puds, VP marketing at Arla Foods (UK), and category director at Asda.
Moreover, Baldwin has been an active Board Member and Executive Council Member of the British Soft Drinks Association for several years, reinforcing her expertise in food and drink marketing.
Sarah’s appointment follows Ed Baker’s departure, who led Kingsland until November 2024, alongside chairman Andy Sagar.
Andy Sagar, chairman of Kingsland Drinks Group, stated: “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.”
In recent years, Kingsland has intensified its focus on sustainable packaging solutions, particularly for spirits and low- or no-alcohol products. The company has enhanced its capacity to pack wines and spirits in innovative formats, including new carbonation methods, bottling, bag-in-box, and canning lines, which align with evolving food and drink consumer trends.
Additionally, the company reinstated its onsite winery and expanded its new product development (NPD) capabilities with a state-of-the-art laboratory, underscoring its commitment to food and drink sustainability.
In 2021, Kingsland transitioned to an employee-owned model, providing members with a voice in company operations and fostering a culture of engagement around food and drink sustainability.
