GLOBAL: William Grant & Sons shifts non-Scotch marketing to Dublin

William Grant & Sons has moved the global marketing department for its non-Scotch whisky brands from London to Dublin.

The spirits company, which acquired Irish firm C&C Group's spirits and liqueur division back in April, confirmed today (7 September) that it has established a global marketing office in the Irish capital. The office will employ 17 staff to manage the global marketing operations for William Grant’s non-Scotch brands, which include Sailor Jerry, Hendrick’s Gin and the newly-acquired Tullamore Dew Irish whiskey. 

The London office will continue to handle the worldwide marketing of the company’s Scotch whisky brands Glenfiddich, The Balvenie and Grant’s.

Both offices will be overseen by group marketing director Maurice Doyle, who joined William Grant in May.

“We are assembling a very strong team to market our core non-Scotch brands throughout the world, as well as to drive our overall innovation agenda,” said William Grant's CEO, Stella David. “Our recent acquisition of Irish brands focusing on Tullamore Dew is now well embedded within the group and we look forward to strong growth over the next 12-18 months.”

The company's Dublin team will include Enda O’Sullivan, who has been appointed global brand director for Sailor Jerry. Other recent appointments include Gemma Adams, brand manager for Sailor Jerry and Alison Hunter and Deirdre Clarke as marketing manager and brand manager, respectively, for Hendrick’s Gin. Further appointments will be announced in the coming months.