Diageo picks innovation boss for new product drive

Diageo has appointed Virginia Proud as UK innovation director to spearhead a new product development drive.

The post has been vacant since previous innovation director Nick Robinson was promoted to become Guinness marketing director in March last year.

Proud reports to Diageo Great Britain marketing director Syl Saller and began work this week. Proud will be responsible for new product launches in the UK as well as developing new concepts as part of the company’s international innovations team.

Diageo GB’s innovation division’s last new product developments were in 2002, when it created two extensions to its Baileys brand: Baileys Glide, a less alcoholic and viscous version flavoured with vanilla, and Baileys Minis, which offers the liqueur in four packs of 70ml bottles.

The innovations division was also responsible for Smirnoff Ice, the Smirnoff Black Ice reformulation and Archers Aqua.

Proud has been working for Diageo Australia, where during her four-year stint as innovations director she was responsible for a variety of product launches. Diageo’s principal brands are Smirnoff, Guinness, Gordon’s, Bell’s and Baileys. The company recently launched a nationwide “exhibition”, inviting people to taste its premium brands such as Johnnie Walker Black.

Last summer Diageo closed its new business ventures unit, which was responsible for looking into innovations outside of alcoholic drinks.