The Soft Drinks Company (TSDC) has significantly strengthened its management team and sales capability by welcoming senior leadership, together with the full sales and telesales teams, from SOS Wholesale.
Vipin Patara has been appointed Managing Director, having previously served as a Director of TSDC since 2023. With more than 30 years of experience in the UK food and grocery wholesale sector including over a decade leading SOS Wholesale. Vipin brings deep industry knowledge, strong supplier relationships, and a proven track record of building long-term customer partnerships.
Importantly, every member of the SOS Wholesale sales and telesales teams has now joined TSDC. This ensures customers continue to be supported by the same people they know and trust, professionals who understand their business, product requirements, and trading needs. This continuity of service will remain at the heart of TSDC’s growth strategy.
The strengthened team positions The Soft Drinks Company as one of the UK’s most dynamic, debt-free, and well-capitalised wholesalers, with revenues expected to grow to £40 million in the near term. Customers and suppliers alike will benefit from uninterrupted service, an expanded product offering, and greater operational resilience.
Vipin Patara, Managing Director of The Soft Drinks Company, commented:“What matters most to me is making sure our valued customers continue to receive improved levels of service and care without disruption. The stability, capital strength, and platform we have at TSDC mean we can not only maintain continuity but also grow with our customers and suppliers in the years ahead.”
Operating from its base in Sheffield, The Soft Drinks Company now combines its existing capabilities with the scale, experience, and relationships of its new team from SOS Wholesale, creating a stronger platform for growth in the UK food and grocery wholesale sector.
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