Diageo has appointed a new general manager for Eastern Europe.

The drinks gant confirmed today (21 January) that Jane Ewing, the current manager of Diageo Benelux, assumed the newly-created position last week. As general manager for the region, Ewing will be responsible for leading Diageo's strategic agenda across more than 15 countries, and will report directy to Gilbert Ghostine, MD of Diageo Continental Europe.

Ewing joined Diageo as part of the Guinness-UDV merger, initially working in a number of sales and marketing roles including marketing director for Venture Markets and then for the Netherlands. In 2003, she moved to Budapest to become general manager for Hungary, Czech and Slovakia, before taking on the position of general manager for Benelux.

"Jane is a very talented and energetic leader whose experience and impressive track record will be of great value to our growing Eastern European business" said Ghostine. "She will bring a wealth of experience in driving growth to these high potential markets."

In addition to her new responsibilities, Ewing will continue to lead the Diageo Guinness Continental Europe business, based out of Brussels.

Details of who Ewing was replacing in the position were not immediately disclosed.