William Grant sets up global marketing office to boost portfolio

William Grant & Sons is looking to ramp up the global marketing of its non-scotch brands with the establishment of a new global marketing office.

The 17-strong team will be based in Dublin and manage the entire global marketing operations for William Grant & Sons’ non-Scotch brands including Sailor Jerry, Hendrick’s Gin and the newly acquired Tullamore Dew Irish whiskey.

The move follows the €300m (£249m) acquisition in July of C&C’s portfolio of Irish spirits and liqueur brands.

William Grant & Sons’ marketing office in the UK will continue to manage the company’s Scotch whisky brands including Glenfiddich, The Balvenie and Grant’s.

Both offices will be overseen by group marketing director Maurice Doyle.

William Grant says a focus of the Dublin-based team will be building the Tullamore Dew brand, which it claims is the second largest Irish whiskey brand in the world.

The company it is currently commissioning an international television, print and outdoor advertising campaign for the brand which will be managed from Dublin.

Stella David, chief executive officer of William Grant & Sons says: “We are assembling a very strong team to market our core non-Scotch brands throughout the world, as well as to drive our overall innovation agenda.

To help build the growth, William Grant & Sons has appointed Enda O’Sullivan as Sailor Jerry’s global brand director.

Other recent appointments include Alison Hunter and Deirdre Clarke as marketing manager and brand manager, respectively, for Hendrick’s Gin.

The company says that “further appointments will be announced in the coming months”.