Beam Spirits restructures to support global brands

Beam Global Spirits & Wine (BGSW) has restructured its marketing on a worldwide basis to reflect the increased importance of non-US brands to the group.

Beam Global Spirits & Wine (BGSW) has restructured its marketing on a worldwide basis to reflect the increased importance of non-US brands to the group.

The new BGSW marketing structure will comprise a US team, an international team (local country operations) and a global team that sits above the two others.

BGSW was known as Jim Beam Global Brands until it acquired a portfolio of brands from Allied Domecq, as part of the latter’s takeover by Pernod Ricard. These include Teacher’s whisky, Larios gin, Canadian Club whisky, Maker’s Mark bourbon and Harvey’s sherries.

Beth Bronner, global chief marketing officer for BGSW, says that before the acquisition of the Allied Domecq brands, “about 75% of our business was in the US. Now, it’s about 50%. We needed a marketing strategy based on our new brands and our new geographies.”

Bronner is in overall charge of marketing for BGSW, while the global group is headed by Nick Garland, vice-president of marketing, international. Garland, who reports to Bronner by what both call a “dotted line”, has seven global brand directors reporting to him, one for each global brand – the group is still looking to fill two of these roles, although Garland will not say which ones.

Major national markets have their own marketing directors – such as Drew Munro in the UK.

The acquisitions changed a $1.2bn (&£670m) company with one global brand – Jim Beam – into a $2.5bn (&£1.4bn) company with seven global brands, moving it from the seventh-biggest international spirits group to fourth-biggest.

The new global group oversees consistency of brand strategy across all communications and all relationships with BGSW’s agencies, Bronner says.

The group also oversees research and development, marketing strategy, market insights, public relations and innovation.

The acquisitions have significantly increased BGSW’s marketing headcount. Where Jim Beam Global Brands had just 63 marketers based at its headquarters in Deerfield, just outside Chicago, BGSW has 160, based around the world.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 subscriptions@marketingweek.com

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