Brewery boss rails against management consultants

Scottish Courage chairman and managing director John Dunsmore has taken a swipe at management consultants. In an unexpected outburst, he said chief executives who ask companies to hire external advisers should be “shot”.

The comment, at this year’s Marketing Forum, appeared to be aimed at PricewaterhouseCoopers, which advised the brewer on the overhaul of its supply chain three years ago. In February 2003, after 12 months planning the new operation, Scottish Courage’s parent company Scottish & Newcastle was forced to issue a profits warning, blaming “mishandling” of the supply-chain changeover.

He stated that since the profits warning, marketing had been at the centre of a turnaround in fortunes for Scottish Courage that has included core brand growth of more than eight per cent between 2003 and August 2005.

Dunsmore told delegates that if a chief executive told other senior staff to “spend &£9m on management consultants” looking at the supply chain, the staff should “take [the chief executive] out and shoot them”.

Dunsmore also stated that the brewer had now realised “women exist”. S&N has recently introduced new products including Kronenbourg Blanc (MW September 16, 2004) and Strongbow Cirrus to appeal to women.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest 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 will be your guide.


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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

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