Barry-Wehmiller Network


BW Container Systems Poised for Continued EMEA Growth

by Donna Wolfe | Aug 30, 2016

BW Container Systems is continuing to invest in the EMEA market and has recently asked two experienced team members to lead focused sales teams in that region, with a goal to continue the company's growth in Europe, Middle East, Asia and Africa. 


Nick Birkin has been named Director of Beverage Sales - EMEA for BW Container Systems.  Nick has a strong Beverage background, and he has found great success with companies such as Coca-Cola and InBev throughout the world.   "The establishment of this critically important position is consistent with our strategy of intentional focus on target markets.  We have a strong legacy in the beverage market, and we believe that Nick's experience and tenacity will enable us to grow our position in the Beverage market across EMEA," says Richard Cranston, Managing Director - EMEA.   In addition to new equipment sales, Nick's team will take a vertically integrated approach to the beverage market by offering differentiated products such as change parts, "as built" used equipment, machine re-builds and process technology. Nick most recently served as Director of Aftermarket Sales - EMEA.  ​Nick will continue to report to Richard Cranston. 

Scott Smith
, Director of Global Business Development & Strategic Marketing for BWCS, will add leadership of Strategic Sales – EMEA to his responsibilities.  Scott has nearly 20 years of International Sales and Sales Leadership experience, much of it focused in Europe and Asia.  In this role, he will work closely with Cranston and the Doncaster, UK leadership team to develop a structure and strategy to grow BWCS presence in the non-beverage market throughout EMEA.   Scott will also work to develop both Sales Executives and future Sales Leaders in the EMEA region, as well as help cultivate partnerships with the many Global multi-national corporations through EMEA.  "Scott brings a wealth of market knowledge, client relationships and strategic thinking to our business in EMEA," says Cranston. ​Scott will continue to report to Pete Carlson.

 "BW Container Systems has always had an international footprint.  In any given year, as much as 80% of our business is conducted with clients outside the US," says Pete Carlson, President of BW Container Systems.   "We believe that by allowing two established leaders to focus their efforts on specific market segments, we will better serve the needs of our clients, develop our team members in a more thoughtful way and accelerate our growth in EMEA."

 Please join us as we congratulate Nick and Scott on their new responsibilities.