Venning, who was previously head of marketing, replaces Vlastimil Spelda, who has taken a senior role with Pernod Ricard in Paris.
The drinks maker, which earns about 75% of its revenue in the UK from premium spirits, previously announced that it wanted to “premiumise” the category. Part of Venning’s remit will be to persuade UK consumers to spend more on its premium brands, such as Chivas Regal and Jameson.
The ongoing strategy will look to tap into the company’s belief that consumer spending is recovering, following higher than expected earnings for the year ending 30 June.
Venning will sit on the Pernod Ricard UK executive committee, where he will be joined by Phil Corfield, who has been appointed operations director and will manage Customer Services, Supply Chain as well as I.T operations.
Elsewhere, Ian Peart has been promoted to channel director for on-trade sales.