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

The joys of January

Of all the months of the year, January has the best intentions. It reminds me of Eddie in Ab Fab, late for work, horribly hungover, coming down the stairs in oversized sunglasses to frumpy Saffy sitting at the kitchen table. “Health, health, health, darling!” she sings. But the illusion doesn't last for long.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter