Domecq in global shake-up

Allied Domecq Spirits & Wine has overhauled its international brand groups in Los Angeles and Bristol as part of a global marketing restructure to increase resources behind core brands.

Allied Domecq Spirits & Wine has overhauled its international brand groups in Los Angeles and Bristol as part of a global marketing restructure to increase resources behind core brands.

The reorganisation, masterminded by global marketing director Todd Martin as a reaction to the newly-formed Diageo combine, has prompted the departure of David Boyle, president of the Los Angeles unit.

Martin has increased senior management behind Domecq’s core brands, giving them responsibility for new product development. He has identified the brands with international potential and demoted those brands with limited distribution. He is also reviewing all brand strategies, including advertising. A pitch for Ballantine’s between BBDO Europe, Saatchi & Saatchi, Publicis and Bates Dorland is underway.

The drinks company’s core brands, formerly group-ed into two international brand groups, will now be split into two global brand development teams.

Kahlua, Canadian Club and Sauza remain grouped in Los Angeles, temporarily run by Martin. Ballantine’s and Beefeater continue to be based at Bristol, under the remit of a team led by former head of international brands Richard Gowar. But Tia Maria, formerly in the Los Angeles unit, has moved into Bristol, together with Laphroaig and Maker’s Mark Bourbon.

The new role of vice-president of marketing is created for each core brand team, alongside the existing international marketing director posts. In the UK, Mark Doorbar, who was appointed vice-president of global npd (MW January 29), becomes vice-president on Ballantine’s blended whisky. The post of vice-president at Beefeater has yet to be resolved.

Martin says: “There will be less emphasis on independent marketing activity at the centre. We will be working hand in hand with the national sales and marketing companies, with a more harmonised strategy.”

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