US brewing giant Anheuser-Busch has promoted its chief UK marketer to a senior management role and rejigged its corporate structure to reflect the growing importance of its European operations.
Peter Jackson, vice-president of sales and marketing for the UK, is to become vice-president and regional director of the UK and Ireland. He replaces Bill McNulty, who is moving into the new position of managing director and vice-president of Europe.
Jackson has overseen brands such as Budweiser and Bud Ice in the UK, controlling a marketing budget of about 10m.
His existing position will be split into two posts on the Anheuser-Busch European trade board. The posts will be taken by marketing director James Lousada and sales director David Hoskin.
McNulty says: “These structural changes will provide strategic and operational consistency across Europe as we build a global franchise for the Budweiser brand.”
On the back of sponsorship of the World Cup last year, Budweiser pushed its share of the UK premium packaged lager market up to 31.7 per cent in the on-trade. The brand recently signed to sponsor the 2002 and 2006 World Cups.