After nine years as CEO of Reefton Distilling Co., Patsy Bass has announced a planned leadership transition.
Lachlan Boyle, CFO at Pics Peanut Butter, will join the company as CEO on 11 May.
Boyle brings extensive commercial and industry experience to the role at both Pics and formerly at Lion.
“Boyle is an outstanding leader and the right person to guide Reefton Distilling Co. through its next
phase”, says Bass. “Strengthening our commercial capability is a natural and strategic move”.
Boyle acknowledges Patsy and the team for what they’ve built, saying creating a premium spirits
business of this calibre from the West Coast takes vision, grit and long-term commitment.
“The foundations here are strong – great brands, a talented team and real momentum.
Patsy Bass
“My focus is straightforward: build on the work already done, strengthen our commercial capability, and ensure these much-loved brands continue to grow sustainably and profitably,” he says.
“I’m also looking forward to spending time in Reefton and becoming part of the local community. This business is deeply connected to its place and people – that’s a competitive advantage we must protect as we scale. I see significant opportunity ahead, and I’m excited to lead the team into the
next phase of growth.”
Patsy Bass will transition into the role of Founder & General Manager Marketing, while remaining a key leader, brand architect and the public face of the company.
“Building this distillery has been one of the proudest chapters of my life,” she says. “Not just for the international awards or growth, but for what it has meant for our community – creating jobs, upskilling local young people, and attracting thousands of visitors. We’ve proven that world-class spirits can be crafted on the West Coast of New Zealand.”
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