Diageo promotes spirits marketer in restructure

Guinness UDV has reshuffled its marketing team, handing the position of marketing director of premiums and whisky to Richard Wells.

The position is a new one, formed as a result of brand realignments across the business following the company’s acquisition of Seagram earlier this year.

In his new role, Wells will have responsibility for brands including Bell’s and Johnnie Walker Black Label. He was previously marketing director for J&B, Tanqueray, Smirnoff Blue, Bulleit bourbon, Three Barrels and Cuervo.

Wells joined Guinness in 1998 and has held senior sales positions in both the onand off-trade sectors. Prior to that, he spent five years with South African Breweries.

Guinness UDV claims that Bell’s is the best-selling whisky in the UK and South Africa. Earlier this year, it relaunched Bell’s eight-year-old whisky in a bottle with a longer, fatter neck. It was the first resdesign in 20 years, and saw the ditching of the strapline “Afore ye go” (MW March 21). The relaunch was handled by branding agency Futurebrand.

Advertising for Bell’s is handled by Miles Calcraft Briginshaw Duffy. Craik Jones Watson Mitchell Voekel was recently reappointed to handle Bell’s direct marketing account, following a wide-ranging review across Guinness UDV’s direct marketing roster (MW April 11).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here