Magazine article Marketing


Magazine article Marketing


Article excerpt

Despite an increase in off-trade sales and the growing popularity of low-alcohol products, the beer industry has been hit by a considerable decrease in revenues since 2006, writes Jane Bainbridge.

Main players

Chris McDonough, Marketing director, Molson Coors UK and Ireland

McDonough, an ex-Muller marketer, joined in 2010, taking responsibility for Carling, Grolsch and acquired brands Cobra and Singha. He was behind Carling's pounds 7m repositioning campaign, which launched last year.

James Watson, Western Europe marketing director, Stella Artois

Watson took the reins at Stella after a stint as marketing director for Budweiser and Tennent's at AB InBev. Before that, he was global innovation manager for Guinness.

He started his career at Heinz.

Jacco van der Linden, Marketing director, Heineken

Van der Linden took the top UK marketing role for Heineken's beer and cider business in February. Previously, he had worked in Unilever's ice-cream division before joining Heineken NV in 1999, where he has held several international sales and marketing roles.

Iain Newell, Western European marketing director, Budweiser

Newell joined AB InBev in 2010. He is responsible for building the brand outside the US and for Bud 66, the low-alcohol brand launched in 2010 He has also worked for Heineken, E&J Gallo, Interbrew, Bestfoods and Unilever.


Budweiser Has had strong growth with off-trade sales almost doubling, thanks to discounting and marketing support. …

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