• Diageo continues category marketing approach
  • Guinness brand director to step up
  • Replacement at Guinness "subject of a future announcement"
Beer is next in Diageos switch to target category marketing

Beer is next in Diageo's switch to target category marketing

Diageo has moved the global brand director for its Guinness brand to become global category director for its whole beer stable.

Brian Duffy, who is also the current chairman of Diageo Ireland, will fill the newly-created role, while still holding the chairmanship in Ireland, the company said today (16 December). In the new role, Duffy will be accountable for conceiving the total category strategy for Diageo's beer brands, which include Red Stripe and Windhoek as well as Guinness, and for identifying growth opportunities within it.

Diageo will appoint a replacement for Duffy at Guinness in the coming months.

The creation of the position follows a change in the firm’s marketing department structure, which began in June this year and saw the global marketing function look to view the business in terms of category, rather than just brands.

“We believe viewing our business through a category lens is the right way to source growth for Diageo,” said chief marketing officer Andy Fennell. “In this new category approach, we believe we can target significant opportunity for our beer business and allow us to reach our targets for our beer portfolio.”

Duffy, who has been with Diageo for 29 years, will continue to be based in Dublin, and will assume the new role on 3 January.