Brewer Carlsberg UK has promoted brands director Darran Britton to the board as marketing director. He reports directly to chief executive Doug Clydesdale.
Britton will be responsible for managing the brands and trade marketing teams. He joined the brewer as a graduate trainee in 1993 and rose to become marketing manager of Tetley’s Bitter and brands director for ales.
His remit was extended to cover the marketing of lager brands in 2004 following the resignation of Iain Paton (MW, July 29, 2004). Paton, Carlsberg’s UK marketing director for lager brands left the company after four years with the brewer.
Last year the brewer relaunched its Tetley’s bitter brand. The roll-out of its fresh visual identity, which was announced last August, was backed with an &£11m spend which took in sponsorship and national TV and press advertising.
This month Carlsberg announced it was to be a founding partner of the new Wembley Stadium. The four-year deal adds to Carlsberg’s existing football sponsorships, which include being the official beer of the England team, official sponsors of the FA Cup and sponsors of Liverpool FC club.
Britton says the lager brand’s commitment to sport will continue, with new TV work in the pipeline ahead of this year’s World Cup. He adds that in-store and pub promotions will appear ahead of the tournament.