Townsend joined Waverley last summer as Commercial Director and has over 20 years experience in the drinks industry including a spell as MD at Scottish & Newcastle subsidiary John Smith’s.
He takes over from Gordon Johncox, who left in September.
Mark Riley will also now take up the role of trading director with responsibility for both independent free trade and national sales.
Stuart Walker has joined the company as finance director while Tim Caseldine will take on management of Telesales in addition to his role as category development director.
“The new management team at WaverleyTBS is focused on implementing the business change strategy that we announced last year,” said Townsend.