Ryan Reynolds has brought in a trusted figure to oversee his latest Welsh business venture.
The fortunes of Wrexham AFC have been transformed under the stewardship of the Hollywood A-lister, along with co-owner and fellow actor Rob McElhenney.
The pair are now looking to repeat that success with the Wrexham Lager brewery after buying a majority stake in the company last week.
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Following the acquisition, it’s been confirmed that the lager will soon be available in the United States and Canada, and a new brewery is to be created to meet demand.
Reynolds has now moved to install one of his people as a director at the firm which dates back to 1882.
According to Companies House, marketing guru Ricky Engelberg has been appointed to a leading role.
Engleberg lives in Boston and is currently a partner at Maximum Effort, overseeing sports-related investments at the production company and marketing agency co-founded by Reynolds.
He previously worked as chief marketing officer for Wrexham’s former back-of-shirt sponsors, VistaPrint, and has held senior positions with footwear companies Converse and Nike.
Engleberg has already been to the city at least once and was pictured with the owners in the Aviation Gin suite at the Racecourse Ground during the club’s memorable 3-2 victory over Notts County in April last year.
His arrival at Wrexham Lager follows the company’s acquisition by Red Dragon Ventures LLC, a joint enterprise between Reynolds and McElhenney and Wrexham AFC’s new minority investors, the Allyn family.
As well as using their fame to boost its profile, the appointment offers another potential clue into how the pair will look to develop the lager brand.
The firm has a rich history and was once served on the Titanic, meaning there are plenty of selling points when bringing the beer to new markets.
(Image: Sky Australia)
Wrexham Lager’s CEO, James Wright, highlighted this point when he recently spoke to Sky Australia about the investment.
He said: “In the US, they like the fact that Wrexham Lager used to be served on the Titanic, and the history that goes back to 1882 ticks a certain box.
“There’s also quite a lot of people who are into football or soccer, so that creates awareness.
“We have the Welcome to Wrexham TV series that enables us to have awareness of the brand.”
Companies House confirms Engleberg’s arrival and also shows that several members of the Roberts family who revived Wrexham Lager in 2011 have recently resigned as directors.
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