Whyte & Mackay appoints first global marketing chief

Whyte & Mackay has appointed its first cross portfolio marketing director to develop and plan marketing activity globally.

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Denise Dewar will lead strategic planning for the brands including the White & Mackay master brand, vodka Snow Leopard and malt whiskies The Dalmore and Isle of Jura. She will also help develop strategy for Cockspur rum and VnC cocktails within the UK.

The drinks producer has ramped up global marketing activity in the past years to tap into the growing appetite for Scotch whisky, particularly in emerging markets such as India.

White & Mackay is a team sponsor of the Force India Formula 1 team. It also sponsors the Royal Challengers Bangalore cricket team who compete in the Indian Premier League and top players including Kevin Pietersen, Mark Boucher and Rahul Dravid.

Dewar moves from managing the consumer and trade marketing for Whyte & Mackay’s global brands portfolio. Prior to joining the drinks producer, she consulted for brands such as Heineken and GlaxoSmithKline.

She also worked for Brown-Forman in several roles including marketing director for Jack Daniels. Other experience includes sales and marketing roles at Glenmorangie, Finlandia vodka and Scottish Courage Brands.

Dewar says: “Over the last few years the company has positioned itself as a strong global player and I am relishing the challenge of how I can continue to develop their exciting marketing and PR platforms”.

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