George will be responsible for global brand strategy development, brand campaigns and consumer insights across the premium spirits business’ portfolio of brands, which also include Maker’s Mark Bourbons, Cruzan Rum and Laphroaig single malt scotch whisky.
He joins from Unilever where he was vice-president and general manager of the multinational company’s deodorants and hair care business unit.
Matt Shattock, president and chief executive officer of Beam Global and a former Cadbury Schweppes marketer, says George’s experience will help “propel our marketing capabilities to the next level”.
George also spent three years as director of marketing for deodorants at Unilever and has been credited with playing a key role in the launch of bodyspray brand Axe, known as Lynx in the UK.
Prior to Unilever, he spent seven years at drinks firm Seagram Americas, where he held senior marketing positions for brands including Captain Morgan and Chivas Regal.
George will replace Rory Finlay, who is leaving the company after three years. It is not known if Finlay has a job to go to.