The London based whisky cask broker VCL Vintners makes senior hire.

The London based whisky cask broker VCL Vintners has named Russell Bradley as its new head of brand development.

“Russell’s deep expertise of the luxury spirits market and his broad branding skills made him the ideal new head of brand development," Stuart Thom, CEO of VCL Vintners, said in a statement.

Despite the difficult economic environment, cask whisky is becoming an attractive long-term investment proposition, with returns reaching between 8 and 12 per cent year-on-year, and the product having a 10 to 18-year plus investment period. The outlook for the industry also looks favourable. See more here.

Bradley brings experience in brand development within the luxury spirits industry, the firm continued. He applies his creativity and packaging experience to bring brands to life. As well as brand development, he has experience in the full end-to-end whisky-making process, from grain to glass.

He is joining VCL Vintners from House of Hazelwood where he was NPD and operations manager. Before that, he was trade support and NPD manager at Quality Spirits International. Bradley developed his creative eye working as an artwork and repro artist at SCA Packaging developing packaging for blue-chip clients.