The Portman Group, the body which represents nine UK drinks manufacturers, has appointed Henry Ashworth from the Cabinet Office as its new chief executive.
Ashworth was part of the Cabinet Office Behavioural Insights Team where he was leading health policy.
He replaces David Poley, who is leaving the alcohol industry after nearly 15 years during which time the industry has established Drinkaware, a Code of practice and digital marketing guidelines to regulate social media.
Seymour Fortescue, chairman of the Portman Group said: "Henry’s skills and understanding of health policy and behavioural change will be an important addition to the Portman Group going forward.”
Ashworth added: "I firmly believe that self-regulation based on a tough code of practice that is rigorously monitored and enforced is the right way forward.”