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US: Diageo creates new brand unit

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Diageo has created a new business unit in North America for up-and-coming drinks brands in its portfolio.

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Diageo Catalyst Brands has been recruiting in the US for the past couple of months. It is a new unit designed to develop "high potential yet underdeveloped brands" within the Diageo North America portfolio.

When contacted by just-drinks today (13 September), a spokesperson for the drinks giant said: "We can confirm the creation of this new business unit. However, we haven’t made any external announcement yet." She declined to comment further.

According to a job advert issued by Diageo in the US, Catalyst will have annual net sales of US$250m, but it aims to double this within three years. "The Catalyst Group will grow a portfolio of brands from approx $250m in revenue to $500m in revenue by FY14 end," Diageo said in the ad. It said that its renewed focus on the brands will help "to deliver a sustainable growth engine for Diageo North America".

Yesterday, a report by Shanken, the online news arm of the Wine Spectator, said that 28 brands will be included in the unit, such as Lagavulin and The Singleton Scotch whisky, Pimms and Moon Mountain vodka. It said that Sandra LeDrew, the current president of Diageo Chateau & Estate, will lead Catalyst once the division begins operations on 1 October. 


Sectors: Spirits

Companies: Diageo

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