Alpha makes category appointment

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The retailer promotes Paul Frayne to the post of liquor and tobacco sales development manager

Alpha Retail has appointed Paul Frayne to the new role of liquor and tobacco sales development manager, reporting to head of category Martin Petchey. He will be responsible for driving growth at Alpha’s 12 tax- and duty-free stores in the UK.

Frayne joined Alpha in 2001 after an 11-year career in The Nuance Group’s liquor and tobacco department.

Petchey said: "Paul has demonstrated absolute commitment to Alpha since he joined the company four years ago. In that time, he has also proved himself to be a highly capable individual who will be vital in driving the liquor and tobacco category forward over the coming years. The promotion is extremely well deserved and we have no doubt that he will excel in the role."