UK spirits group Whyte & Mackay is set to invest GBP100m (US$172.5m) behind a global relaunch of its key brands.

The company has also appointed a new global marketing director to lead the promotional push for a stable including Whyte & Mackay Scotch whisky and Vladivar vodka.

Richard Hayes, formerly European marketing director for Allied Domecq, has joined Whyte & Mackay and has "a proven track record in building brands outside of the UK and in growing equity in mainstream UK brands", the company said.

"This is a significant senior appointment for us and I am delighted that we have secured someone of Richard's calibre and reputation," said Whyte & Mackay group managing director Bob Brannan. "It is an exciting time for our brands as we re-launch around the world."