William Grant & Sons Ltd has appointed a new global brand director for Glenfiddich. The family-owned distillers company said late last week that Steven Sturgeon will be responsible for its flagship brand.

Sturgeon will report to William Grant & Sons CEO Roland van Bommel.

In a statement, van Bommel said: "With his wealth of marketing experience on global brands, Steven will drive the marketing strategy for Glenfiddich to ensure the brand remains the unassailable category leader worldwide.

"His appointment comes as we focus efforts on building the value and equity of our portfolio of brands by strengthening our marketing resource within the business," he said.

Sturgeon worked for seven years at Diageo across a number of senior international roles including brand director for Guinness, brand building director and head of marketing services at Guinness. Previously, Sturgeon has worked for the advertising group Ogilvy & Mather where he worked on the Seagram International account which included strategic work on their Glenlivet and Chivas brands.

Sturgeon will be based at William Grant & Sons' international sales and marketing headquarters in Richmond, Surrey.