Asda names new BWS head

Asda has appointed Tracy Ford as its new category director for BWS, replacing Adrian McKeon who was recently promoted to commercial director for grocery.


Ford has 12 years' trading experience at Asda in various departments including grocery and supply, as well as a stint in BWS before she joined the meal solutions team two-and-a-half years ago.

Asda said that under her leadership, the category “has turned round, outperforming food comparisons last year and for the year to date, with the real highlight being last year’s World Cup, which delivered strong sales growth”.

A spokesman for the retailer added: “In her new role, Ford will build upon the leadership position in the market with regards to the responsible retailing of alcohol and further develop a strategy to support the wine quality agenda.”

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