Lager marketer leaves Carlsberg

Carlsberg UK marketing chief for lager brands Iain Paton has left the company without a job to go to. His responsibilities have been handed to director of ales Darran Britton, who looks after the Tetley’s Bitter range. It is understood that Paton is not being replaced.

As director of lager brands, Paton reported to managing director Doug Clydesdale. He joined four years ago from KP Foods, where he was marketing director. KP Foods is now part of UB UK, which includes KP Nuts, McVitie’s and Hula Hoops.

At Carlsberg, Paton was recently responsible for the launch of Carlsberg Extra Cold lager. The lager was rolled out in 6,000 pubs and bars last month after being tested last year. The lager brand extension competes with Carling’s Extra Cold and Foster’s Super Chilled brands.

Earlier this year, Carlsberg launched a series of initiatives based around the Six Nations tournament. The £10m marketing activity included point-of-purchase material and national press ads highlighting the company’s sponsorship of the England team.

Last month, Carlsberg UK announced the sponsorship of an art exhibition at the Royal Academy of Arts in an attempt to go upmarket and change the image of mass-market lager in the UK (MW June 17). Carlsberg Tetley changed its name to Carlsberg UK after it acquired Holsten this year.

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