BOOST Marketing Director takes on international role as BOOST Drinks readies for global expansion

10th February 2021: BOOST Drinks signifies its major global expansion plans as Marketing Director Adrian Hipkiss takes on an international role.

To further support the ambition to grow BOOST Drinks internationally, Hipkiss takes on a new remit as Marketing & International Business Director. As of February 2021, Adrian will be responsible for spearheading the business’s international sales strategy and brand development programme, whilst continuing with his pre-existing marketing responsibilities, overseeing category insight, brand and product development activity.

BOOST is now the third biggest Energy Stimulation brand, second biggest brand in sport and is already the third fastest selling iced coffee drink since its 2020 launch in independent convenience. The brand remains one of only three brands to see growth in the independent convenience sector during 2020[1]. The global expansion is backed by ambitious growth targets for Q1 2021; immediate plans include building BOOST’s presence in the Nordic region of Europe, with new brand distributors already in place in Sweden, as well as establishing the brand in the Middle East and Pakistan.

The desire to grow the business in new markets is further demonstrated by the appointment of Jorge Shell as International Controller, who will report directly into Hipkiss.  Jorge and Adrian previously worked together at Valeo Foods where their focus was growing the business internationally, in strategic markets such as the Middle East, North America and Europe. Jorge played a crucial role in the creation of a strategy which grew the Valeo Confectionary business by 75%, and he brings a wealth of international sales experience to his new role at BOOST.

He will be responsible for the creation of regional business plans, working closely with BOOST’s marketing team on geographical marketing campaigns and with BOOST’s distributors in local markets to drive and develop business.

Adrian Hipkiss, Marketing & International Business Director, says,“BOOST’s brand ethos means we don’t rest on our laurels; we were one of the lucky few to see continued growth in 2020 and we have an ambitious vision to develop our brand in international markets, building on our success in Great Britain, Northern Ireland and the Republic of Ireland. We have a strong brand proposition and portfolio which can absolutely travel overseas, and I am hugely excited by the prospect of growing the BOOST brand on an international scale. We already have new partners and brand distributors in place in and are looking to enter certain new markets imminently.

“We are delighted to bring Jorge on board to play a crucial role in developing BOOST’s global expansion strategy. Jorge brings proven experience in growing brands in new markets, and we are very much looking forward to realising our international growth ambition.”

 Jorge Shell, International Controller, says, “It’s great to be joining such a dynamic company with a great culture to boot. My first priorities in my new role will be building on existing market momentum and outlining a clear international growth plan for the brand.”

Shell’s appointment follows that of Mark Wilford’s who joined BOOST in November 2020 as Category Controller, tasked with providing strategic category insight to guide brand direction and growth.


[1]IRI Symbols & Independents to 09/08/20 Units % Change


Independent retailers are in need of support now more than ever and it is great to see that BOOST is rewarding their bravery, dedication and selflessness during Covid-19

Stuart Reddish - NFRN National President