Dairy Crest appoints Stella Artois marketer

Dairy Crest has appointed Stella Artois’ European marketing director James Watson to manage the development of its food brands.


He joins the company later this year as marketing director for food and will assume responsibilities for brands such as Cathedral City, Utterly Butterly and Clover.

Watson replaces Paul Fraser who was promoted to managing director of cooking oil manufacturer MH Foods last November, just months after Dairy Crest acquired the business in a £13m deal.

His appointment comes at a time where the business is investing heavily in strengthening its food and drink brands in the UK. Last month, it unveiled a £5m TV campaign for its Cathedral City Cheddar brand and in July said it was planning to extend its Frijj milkshake brand in a bid to double sales to £100m within five years.

Watson joined alcohol business AB Inbev in 2005 as marketing manager for Speciality Beers. In 2010, he was promoted to oversee marketing for the company’s flagship Stella Artois brand in Western Europe as it looked to capitalise on the resurgence of the brand. Link

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