Beam Global Spirits & Wines has poached a director at Diageo to become its UK marketing director.

The UK unit of the Fortune Brands-owned company confirmed today (13 September) that Peter Sandström will join the division from this coming Monday (17 September). Sandström joins Beam from Diageo, where he held a range of regional and national marketing roles, including portfolio brand and innovation director for Southern Europe and most recently brand & global innovation director for Global Duty Free.

"We are delighted to have Peter on board, bringing with him years of relevant experience in the spirits business," said Beam Global UK general manager Drew Munro. "Innovative brand marketing is at the heart of the Beam business. Our aim is to build consumer loyalty and value for our brands, ultimately enhancing profits for our retail partners."

Sandström replaces Munro, who moved up to become UK general manager following the departure of managing director Adrian McKeon in June.

"I'm excited about the challenge ahead and working with Beam's premium portfolio of brands, including the market leading Cognac, Sherry, Port and Islay malt," Sandström added. "Beam's mantra is building brands that people want to talk about and I am committed to developing the success to date with creative marketing, impacting on both the consumer experience and customer business."