Interbrew UK has created a brand development team ahead of the launch of Brahma beer and pre-mixed vodka drink Absolut Cut.
The new division will be headed by new brand development (NBD) marketing controller Mandy Bobrowski, who has been promoted from innovation manager. Chris Stagg, a former Diageo marketer responsible for the relaunch of Guinness Draught in a can last year and the launch of Bailey’s Glide, will be part of Bobrowski’s team, as will former Interbrew innovation manager Lee Rolston.
As part of the rejig, another Interbrew marketer, Iain Newell, has been promoted to the top innovation position.
In his new role as innovation manager for UK and Ireland, Newell will provide the link between developing concepts at a global and Western European level and bringing new brands to market in the UK. Newell will report to Jon Woods, who was recently appointed director of innovation for Western Europe, and also liaise with Interbrew board marketing director Phil Rumbol over the UK innovation agenda.
The drinks company recently appointed US agency McGarry Bowen to the estimated &£22m advertising task of turning the Latin American beer brand Brahma into a global brand (MW last week). The Interbrew stable also includes Stella Artois and Beck’s.