Britvic has switched to a new strategy

Britvic has switched to a new strategy

Britvic has appointed a former Diageo marketing director as its new CMO.

Matt Barwell, who will replace Britvic's new international head Simon Stewart, will join the soft drinks maker next month, Britvic said today (19 December). Barwell was previously Diageo's marketing and innovation director for Western Europe, having started with the group in 1998.

Britvic said the appointment completes its new executive team put in place by CEO Simon Litherland to oversee the delivery of its new strategy, announced in May. The team includes former CMO Stewart, who was last month moved to head a separate international business unit. Stewart's appointment led to the departure of then-international MD Jim Reade.

Britvic's strategy switch came after UK competition authorities delayed a proposed merger with AG Barr that eventually fell through. The new plan includes the closing of two UK factories and a warehouse as part of a GBP30m cost-saving effort.

Expert analysis

Environmental sustainability in the global drinks industry in 2013

Environmental sustainability in the global drinks industry in 2013

Environmental sustainability remains one of the most active areas for the global drinks industry. This four-part report takes an in-depth look at the buzz topic of environmental sustainability throug...read more