New chief executive to take over at Bath Ales’ parent group St Austell Brewery

April 12, 2019

St Austell Brewery, the parent company of Bath Ales, has appointed Kevin Georgel to take over as chief executive when current CEO James Staughton retires next January.

Kevin, pictured, has been a non-executive board member at Cornwall-based St Austell Brewery for four years. He will step down from his five-year tenure as CEO of Chester-based Admiral Taverns to take on the new role. 

St Austell Brewery chairman Will Michelmore said: “Kevin’s skills, experience and values are a perfect fit for our company, our culture and for the customers we serve so we are all delighted about his appointment and look forward to welcoming him to the business.”

He said James Staughton has made a huge contribution to the business. A great-great grandson of the company founder Walter Hicks, James joined St Austell Brewery in 1980, was appointed to the board eight years later and became managing director in 2000.

“Under his leadership our business has grown significantly with beer production increasing tenfold and our pub and wholesale businesses extending from Cornwall to Bristol and beyond,” said Mr Michelmore.

“James’ passion for the company means he will hand over the business in excellent heart to Kevin.”

St Austell, best known for its Tribute, Proper Job IPA and Korev lager brands, acquired Bath Ales in 2016 and last year doubled the capacity of its Hare Brewery at Warmley with a multi-million pound investment.

It also owns Bath pubs The Hop Pole, The Salamander and The Griffin, which it bought last year, among its 176-strong portfolio.

Kevin Georgel added: “I have known and admired St Austell Brewery, and more recently Bath Ales, for a long time. As a non-executive director, I have developed a deeper understanding and appreciation of the business, its people and customers and I am thrilled to have been asked to succeed James in 2020.

“I am enormously conscious and respectful of the values and history of this great company and feel privileged to have been given the opportunity to join the business at this exciting time.”

James Staughton said: “It has been a huge privilege and honour to have served this very special family business for 40 years and played my part in helping it grow into the remarkable company it is today. Having reached the age of 60 I have decided 2020 will be the right time to stand down and to pass on the baton to the capable hands of Kevin Georgel.

“Kevin is a good friend to me personally and we are very fortunate to have such a qualified and experienced chief executive to take on the role. I look forward to working closely with Kevin and the board over the rest of 2019 to ensure a smooth transition.”

When James steps down as CEO he will take on the honorary role of president of the company and will continue to support the business in an ambassadorial role. 


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