Magazine article Marketing

Jim Beam Brands Shifts Chief to Key Europe Job

Magazine article Marketing

Jim Beam Brands Shifts Chief to Key Europe Job

Article excerpt

Jim Beam Brands has promoted Carl Larsen to vice-president and regional director for Europe, and hired former Smirnoff global marketing chief David Racicot to replace him as director of global brand development.

Larsen is charged with stepping up regional brand differentiation for Jim Beam in European markets while ensuring a global perspective. Marketing will be tailored to local consumers, but the Jim Beam brand will remain true to its US heritage.

The company's first European marketing director, Drew Munro, who was promoted to the role last year, reports to Larsen and oversees a pounds 22m marketing budget across Europe.

Jim Beam's global agency network is Young & Rubicam and it uses Mediaedge:cia for media; however, in the UK, its marketing mainly concentrates on PR.

Throughout Europe, Jim Beam's share of the Bourbon market has grown by 4% since 1998, and it captures about 22% of the category. In the UK, shot brand After Shock is the firm's primary brand. …

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