Internal Promotion at DB Breweries

The DB Management team has a new member, Christiaan Crous has been promoted to company Sales Director from his previous internal role. Crous takes over as Paul Millward departs after 12 years with the Kiwi company.

Born and raised in South Africa, Crous has been with DB since 2017 as the Head of Off-Premise Sales. In this role, he drove his team to numerous Supplier of the Year awards with Countdown, The Bottle-O, Thirsty Liquor, and Big Barrel. Crous also brings sales experience to the table from other major kiwi food and beverage brands such as Greggs, Pernod Ricard and Fonterra. He loves the competitive landscape and diverse channels within the food and beverage industry, labelling it as "energising."

Crous prioritises his customers and hopes to strengthen the partnerships DB already has by re-connecting. He is well aware of the impact the Covid pandemic has had, particularly on hospitality, so looks to support customers and encourage people back into restaurants and bars. Another challenge he is ready to face is inflating costs within supply chains. As pressure grows both locally and internationally, strong relationships are as important as ever. Particularly when it comes to engaging consumers, and staying relevant. Smart innovation and targeted investment are ways he suggests doing this, as being customer-centric can only develop better relationships.

Crous takes inspiration from the All Blacks saying 'Leave the jersey in a better place than you found it,' hoping to continue to build on the legacy that is DB breweries.