Allied Domecq Spirits & Wine has appointed its acting UK marketing director Richard Hayes as managing director of the company’s culinary alcohol subsidiary Thomas Lowndes.
Hayes temporarily took over the top UK marketing post in August this year, following the appointment of Grahame Cox as director of innovation and business development. The position will be filled by Cathryn Sleight, who joins Allied Domecq next month from Britvic, where she was director of brand marketing (MW October 25).
As managing director of Thomas Lowndes, Hayes will help to establish the subsidiary as a global supplier of wines, spirits and liqueurs to food manufacturers. He replaces James Whittaker, who is returning to an undisclosed role in Allied Domecq’s wine business after nine years at Thomas Lowndes. An announcement on his new role is expected shortly.
Hayes will also oversee the extension of Allied Domecq’s wine and spirits brands into other areas. The company plans to team up with a global licensing agency to extend its consumer relationships “beyond the drinking experience”.
Allied Domecq UK managing director Chris Heath says: “The combination of the global licensing agency and Thomas Lowndes will allow our brands to create enjoyable consumer experiences beyond their traditional drinks formats.”
Thomas Lowndes has in the past teamed up with manufacturers such as St Ivel and Findus as well as major supermarkets to develop products containing Allied Domecq brands such as Harveys Bristol Cream, Beefeater Gin and Laphroaig. It recently launched Tia Maria Wicked Chocolate Truffle Dessert, which will be sold in Asda, Sainsbury’s and Safeway.