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Naked Wines appoints new MD following £15 million loss

Struggling online wine retailer Naked Wines has appointed Rodrigo Maza as managing director of its UK business.

Rodrigo Maza, formerly of Grupo Modelo and AB InBev, will succeed former Naked UK managing director, James Crawford, who becomes chief financial officer role for the Naked Wines group.

Maza has previously launched digital, consumer-facing ventures in seven Latin American countries, before becoming managing director of  AB InBev’s PerfectDraft operation in Europe.

With almost 20 years of experience in the drinks industry, Maza brings with him “a strong skill set and an excellent reputation for delivering world-class shopping experiences and profitable growth”, according to a Naked Wine spokesperson.

Nick Devlin, Naked’s global CEO, said: “Maza’s extensive strategic experience, relentless customer focus and track record of driving innovation in the beverage space make him a natural leader for our key UK business. I’m delighted to welcome Maza to Naked and excited about supporting him as we pursue our mission to get more UK consumers drinking independent.”

In September Naked reported a £15 million loss as its sales to new customers dropped to £26.9m in 2023 from £34m in 2022.

Chairman and founder Rowan Gormley apologised to shareholders, saying: ” “The whole board of Naked Wines regret that your support and patience as shareholders, winemakers, angels and employees has not been rewarded. We are all determined to remedy that.”

One year earlier, the online retailer was forced to make 30 employees redundant in an effort to cut costs and create a “leaner and more focused organisation”. The redundancies meant that Naked lost 6% of its workforce.

Maza, who is joining Naked Wines “at a key point in the company’s development”, will lead a UK team of more than 200.

He said: “It’s truly a dream for me to join this amazing team as managing director. Naked is a trailblazing business that sets a great example with its authentic purpose. The enthusiasm and unwavering support I have seen for our Angels [customers] and winemakers is contagious, and I am excited to lead the UK team into its next phase of development.

“Together, we will continue to enhance our online offerings and ensure that Naked Wines remains synonymous with great wine, innovation, and exceptional customer experiences.”


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