Diageos Tanqueray to sit with rum and vodka in new plan

Diageo's Tanqueray to sit with rum and vodka in new plan

Diageo is to group marketing for its global spirits brands into two new categories as it looks to adapt faster to demand from customers and consumers.

Diageo said today (4 June) that it has clustered gin, vodka and rum into one marketing division, with whisk(e)y in another.

Guinness and Baileys will continue to have separate global brand teams. The Reserve brands division, managed by Rodolphe Paoli, will report directly to Diageo chief marketing officer Andy Fennell.

A Diageo spokesperson told just-drinks that no executives have been made redundant as a result of the move. She added that "these changes will not save Diageo any money".

Instead, the Smirnoff, Johnnie Walker and Tanqueray gin maker said its new approach will help it to react more quickly to demand.

"By building brands through a category approach, it allows us to create stronger relationships and gain better insights for our customers, shoppers and consumers – enabling us to reach all relevant price points and motivations within the categories," said the company spokesperson.

David Gates, currently global brand director for Johnnie Walker will become the new global category director for whisk(e)y, effective 1 July.

Latin America and Caribbean (LAC) marketing and innovation director Edward Pilkington will be Gates' counterpart in the vodka, gin and rums category, effective 1 August 2010   

The two men's replacments have not yet been appointed, Diageo said.

The current global category director for whisk(e)y, gins and Reserve brands, Alberto Gavazzi, is to become general manager of the North and South LAC business clusters within the Latin America and Caribbean division of Diageo International.