Bass chief lands global Seagram role

Seagram recruits the man behind Hooper’s Hooch and Staropramen to run worldwide marketing

Leslie Fitzell, Bass International Brewers’ senior executive international development, is to join Seagram as a worldwide marketing director.

Fitzell, who counts the launch of Hooper’s Hooch and the UK introduction of Czech beer Staropramen among his biggest successes, is to become worldwide marketing director for deluxe and malt brands such as Chivas Regal, Chivas Royal Salute and Glenlivet.

He takes up his new role in June, reporting to Chris Woolston, vice-president of whisky marketing.

His main responsibility will be Chivas Regal, one of Seagram’s flagship brands, and he will also oversee all new product development on premium whiskies.

Fitzell joined Bass three years ago as brands director for premium lagers and alcoholic lemonades.

After 18 months, he moved to the international role within Bass International Brewers, to find overseas opportunities for joint ventures, particularly China, where Bass already has a deal with Chinese brewer Ginsber, and Eastern Europe.

Before Bass he worked at United Distillers and Unilever.

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