Bulmer hires Guinness man as marketing chief

Cider maker HP Bulmer has appointed top Guinness marketer Jon Eggleton as its new UK marketing director.

Eggleton replaces Mark Doorbar, who left Bulmer in March to take up the post of vice-president of global new product development at Allied Domecq Spirits & Wines.

In his new role Eggleton will take charge of cider brands Strongbow, Woodpecker and Scrumpy Jack, with a total advertising budget of &£32m. He joined Bulmer last week and is based at the company’s headquarters in Hereford, Worcester.

Eggleton spent the past two and half years as Guinness’ director of marketing Asia Pacific, based in Singapore.

He says: “Bulmer has a market-leading portfolio of brands, with Strongbow challenging for the number ten spot in the UK league of top-selling alcoholic drinks. The company is committed to investing in future growth.”

Eggleton is a former accountant, who began his marketing career at Sterling Health. He then spent eight years with Guinness Great Britain, becoming marketing controller, before moving to Singapore.

Bulmer’s Woodpecker cider advertising account is under review, following a split with incumbent Grey.


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