Diageo splits categories to react faster to market

11 June, 2010

Diageo has split its global brands marketing along category lines.

The company hopes the move will make it more nimble in adapting to changes in the marketplace.

David Gates, currently global brand director for Johnnie Walker, will be global category director for whisky from July 1.

Edward Pilkington, marketing and innovation director for Latin America and the Caribbean will be global category director for vodka, gin and rum, from August 1.

Chief marketing officer Andy Fennell said: “This move towards a category approach will enable Diageo to move more quickly to access faster growth, reaching all the relevant price points and motivations, and adopting a simpler approach.”




Bookmark this


Site Search

COMMENT

Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter