The British Soft Drinks Association (BSDA) has appointed Andy Bagnall as its new director general, replacing Gavin Partington, who is retiring after 13 years in the role.

Bagnall took up the position on 12 January and will lead the trade body representing a broad cross-section of the UK soft drinks industry, including major manufacturers and brand owners such as Carlsberg Britvic, Coca-Cola Great Britain and Suntory Beverage & Food GB&I.

He joins the BSDA with a background spanning politics, professional services and trade associations. A former political adviser, Bagnall has held senior leadership roles at the Confederation of British Industry and KPMG, as well as within the rail sector, most recently serving as chief executive of Rail Partners.

Commenting on his appointment, Bagnall said he was joining the association at a pivotal moment for the sector. “The association plays a vital role in representing its members, and I look forward to working closely with them to ensure their voices are heard and their interests effectively championed,“ he added.

“With sales of more than £22 billion a year and over 17,000 people working directly in the industry, soft drinks is a sector which packs a punch, and it’s crucial that our members’ contribution is both recognised and supported.”

He identified the delivery of a fit-for-purpose deposit return scheme (DRS) by October 2027 as a key priority for the association, describing it as a critical step towards greater circularity.

BSDA president William Watkins, founder and owner of Radnor Hills, said Bagnall’s strategic and policy experience would strengthen the association as members face increasing regulatory and cost pressures.

“We are thrilled to have Andy on board,” Watkins said. “The BSDA represents an interesting and varied mix of companies, from global brand names through to family-run small businesses, many of whom are feeling the pinch from rising input costs alongside an endless conveyor belt of policy measures.”

Watkins added that Bagnall’s leadership would play a key role in driving the association’s work and enhancing support for members.

Outgoing leader Partington joined the BSDA as director general in October 2012. During his tenure, he oversaw the association’s response to major regulatory developments, including the introduction of the Soft Drinks Industry Levy and proposals for deposit return schemes across the UK.

Reflecting on his time in the role, Partington said: “It’s been a privilege to lead the association over the last 13 years and work alongside such a committed board, team and membership. I’m proud of what we have achieved together and am confident that the BSDA is well placed for the future.”

Watkins commented: “During his tenure, Gavin steered our association through the choppy waters of the Soft Drinks Industry Levy, as well as the abortive attempt by Scotland to set up its own DRS, along with many other challenges. He has built the BSDA into an efficient and effective trade body and leaves behind a legacy from which members will continue to benefit.”