Liberation fills newly-created director of food and drink role

Liberation Group has announced the promotion of Alice Bowyer, current director of food, to the newly-created role of director of food and drink in response to the company’s “continued” success in food growth across the business.

Bowyer, whilst retaining overall responsibility for food, will also lead in the acceleration and innovation of the drinks side of the business.  

Her new responsibilities as director of food and drink will include creating and overseeing growth initiatives, ensuring drinks get top billing as part of events, occasions and experience planning, and working closely with customer insights and research teams, as well as making sure market trends and customer feedback is actioned and implemented. 

Since joining the group in 2016, Bowyer has risen through the ranks innovating and pushing Liberation’s food offer forward, winning many prestigious awards along the way. Pub sales also increased since her arrival. 

Bowyer was promoted to director of food in December in 2023. 

The pub chain’s drinks range, under both its Butcombe Brewing Co and Liberation Brewing Co brands, has gone from strength to strength to “become firm favourites at the pumps in pubs across the UK”. 

Bowyer said: “I am delighted to be stepping into this new role. Our incredible drinks offering deserves as much attention and focus as our food so I am looking forward to working closely with our brilliant teams to make sure we continue to innovate, elevate, and push the boundaries, creating even better and more memorable experiences for our guests to enjoy.”

Jayson Perfect, COO of Liberation Group, added: “Alice is the perfect choice to oversee and grow the drinks side of the business. She brings with her, to this new role, the tenacity, dedication, and expertise that has been so successful for our food offer, which will create incredible experiences for our guests and even more reasons to visit our amazing pubs.”