First Drinks readies marketing after expansion

First Drinks has committed to spending 40m on marketing this year and has recruited to a number of senior marketing positions as it restructures the team following the arrival of the R謹 Cointreau brands into the business.

First Drinks has committed to spending £40m on marketing this year and has recruited to a number of senior marketing positions as it restructures the team following the arrival of the Rémy Cointreau brands into the business.

The company, which also distributes William Grant & Sons brands including Grant’s and Glenfiddich, says it is planning “a heavyweight marketing investment” and will launch a number of above and below the line campaigns across all categories over the next 12 months.

First Drinks says the marketing appointments will support the growth in its business following the September deal with Rémy Cointreau to distribute it’s portfolio of brands, which includes Remy Martin and St Remy.

New recruits include Andy Corris as senior brand manager for Glenfiddich, Anthony Habert as senior brand manager for Rémy Martin, St Rémy and Three Barrels and Joanne Birkitt as senior brand manager for Russian Standard.

In addition, three new marketing controllers have been appointed to head up the dark and white spirits and champagne categories while Michael Thompson has been appointed as trade marketing manager for champagne.

Chris Mason, managing director of First Drinks, says brands need “strong investment and top quality brand teams” behind them especially in the “difficult trading conditions” the UK market faces.

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