15 John Dunsmore

managing director, Western Europe, Scottish & Newcastle UK (7)

Why he's on the list:

With Dunsmore at the helm, S&NUK is bucking the trend of the major brewers by reporting increased sales of its major products. Dunsmore is the man in charge of brands that are ubiquitous at bars across the country, including Foster's, Kronenbourg, Strongbow and Bulmers.

What the past year has held:

As well as overseeing the continued roll-out of the extra-cold technology, S&NUK has taken on the mighty Magners in the bottled cider category with its Bulmers brand. This year S&NUK has sold the rights to produce, market and sell its Courage ale brands to Wells & Young's and signed a deal to brew Russian beer Baltika in the UK.

New product releases have included Foster's Twist and Jaques, a fruit cider. S&NUK also weighed into the political row over cheap supermarket alcohol, telling the Competition Commission that it is "not consistent with the promotion of responsible drinking".

Challenges ahead:

Adjusting to the smoking ban - Dunsmore has warned it could reduce the company's operating profits by £10m. Streamlining the business will be on the cards, with an aim to reduce costs by £50m by 2010. Dunsmore's new role, announced last month, will see him responsible for several other European countries - France, Portugal, Finland, Belgium and Greece - as well as European venture markets business. Expect innovation on the brands front too. S&NUK will be looking at trials of Strongbow On Ice, which is dispensed with frozen cider crystals, with interest.