Allied Domecq fills new head of liqueurs post

Allied Domecq Spirits & Wine has appointed Britvic Soft Drinks marketer Lizzie Pawsey to the new position of brand director for liqueurs.

Allied Domecq Spirits & Wine has appointed Britvic Soft Drinks marketer Lizzie Pawsey to the new position of brand director for liqueurs.

Pawsey was marketing controller for soft drink brand Robinsons at Britvic. She will report to marketing director Cathryn Sleight, who was formerly the director of brand marketing at Britvic (MW October 25 2001). Pawsey will be responsible for brands including Tia Maria, Tia Lusso, and recently acquired Malibu and Kahl£a.

Pawsey worked on the Robinsons Fruit Shoot launch and managed the brand’s sponsorship of Wimbledon and tennis player Tim Henman. Prior to joining Britvic, she held several posts at Guinness UK.

She joins the company during a period of growth for the Allied Domecq liqueur portfolio. This year it launched Tia Lusso, a brand extension of Tia Maria, in a challenge to Diageo’s Baileys.

Allied Domecq backed the pan-European launch of the cream liqueur drink with a &£30.9m television, cinema, outdoor and print advertising campaign. In the UK the advertising campaign was created by global roster agency Bates.

Allied Domecq also completed the acquisition of Malibu from Diageo in May this year in a protracted &£580m deal. The advertising account is to move from J Walter Thompson to Cordiant Communications. The account is worth around &£44.5m a year (MW June 6).

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