Magazine article Marketing

Liqueurs

Magazine article Marketing

Liqueurs

Article excerpt

While the sector benefits from increased in-home drinking, consumers' perception of liqueurs as primarily a sweet, after-dinner drink appears to be restricting sales growth, writes Jane Bainbridge.

MAIN PLAYERS

ANDY FENNELL - Chief marketing officer, Diageo

Fennell has been chief marketing officer at Diageo since September 2008 Highly experienced in both the soft and alcoholic sectors of the drinks industry, he has worked in international markets and played a key role in introducing responsible drinks marketing, as well as digital marketing. Fennell also oversaw the restructure of Diageo's marketing department, changing the focus from brands to category management.

UNA MCCULLOUGH - Marketing director, First Drinks

McCullough has been in the role at First Drinks on a permanent basis since September 2010. Her portfolio includes non-cream liqueurs Disaronno, Tia Maria and Cointreau. Previous marketing roles have included posts at Kimberly-Clark, Diageo and Imperial Tobacco.

PATRICK VENNING - Marketing director - spirits, Pernod Ricard

Venning's marketing remit covers Pernod Ricard's liqueur brands as well as spirits. He took over from Vlastimil Spelda as marketing director at the beginning of this year, but has been at Pernod Ricard for several years.

Prior to this his career has included stints at Procter & Gamble and Birds Eye.

WINNERS AND LOSERS

Jagermeister This has enjoyed a surge in sales, up 75% in 2011, due to the uptake of Jagerbombs, and is now in supermarkets. …

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