Label Apeel targets Scottish growth with new sales manager

Michael Cronan

LABEL Apeel has appointed Michael Cronan as sales manager for Scotland.

The Leicestershire-based label printer is looking to expand the business north of the border, having worked with many independent beverage brands from Scotland since 2017, including Kilchoman Distillery, Wolfburn Distillery, GlenWyvis and Glenturret.

Michael Cronan previously worked for Label Apeel in 2018 before leaving during the pandemic. He re-joined the team in September and is based in Stirling. After just two months, he is already in talks with numerous distillers.

Stuart Kellock, owner of Label Apeel, said, “It’s great to welcome Michael back. He brings with him fresh ideas and enthusiasm that will help us build on the existing success of Label Apeel Scotland. As well as being a genuine salesperson, he is warm, approachable and knows the secret ingredients to what makes an eye-catching label.”

While away from Label Apeel, Cronan spent time working in sales for the software and recruitment industries.

He said, “I’ve missed being part of a team who are passionate about what they do. With Label Apeel Scotland we will offer better communications, delivery, and customer service than our competitors. Most of the label industry is reactive; they’ll take a client’s artwork and print it without a second thought. Whereas Label Apeel is a true proactive partner. We’ll prompt a conversation about the designs, and look at alternative, more sustainable ways of producing labels.”

At its Thurmaston factory, Label Apeel has a team of 50 employees and a turnover of over £5 million. Stuart Kellock is working on plans for the next stage of Label Apeel Scotland, including purchasing a site that will create more jobs.

“I’m excited about growing the business and the team and working with more of the great FMCG brands, including cosmetic and homeware from across Scotland,” he added.

Michael Cronan is eager to hear from businesses who want to have serious conversations about taking their packaging to the next level.

“The whole Label Apeel team is on hand to offer ideas on how to make things better,” he stated. “It might be something as simple as changing the positioning of the foiling on the label that could make a big difference. The market in Scotland is fairly buoyant, especially across the drinks market. No matter what happens with the economy, I think in Scotland people will always enjoy alcoholic beverages, so there will always be a demand for great labels.”