William Grant & Sons (WG&S), has announced three changes to its leadership team in the UK and EMEA regions. Rita Greenwood, Managing Director of UK & Ireland has been promoted to the role of Managing Director of Europe, Middle East & Africa (EMEA) while Neil Barker, current UK Commercial Director, assume the role of Managing Director of UK & Ireland, reporting directly to Greenwood. His former role has not yet been filled.
Given the scale and importance of the EMEA region, Greenwood will join the WG&S Executive Board and will also remain on the Board of William Grant & Sons France and William Grant & Sons UK.
Meanwhile Chris Mason will move to a new role within William Grant & Sons Corporate Affairs and will continue to Chair the William Grant & Sons UK Board.
These announcements come as a result of changes to the global commercial structure at WG&S, which now consists of three regional roles: a newly created EMEA region, the Americas, and Asia. WG&S CEO, Simon Hunt, said, “The new WG&S global commercial structure consolidates team responsibilities across markets, provides strong platforms for our common ways of working, and ensures that we are growing our own leadership capabilities internally. Rita brings with her a wealth of experience and expertise, gained working in senior positions across WG&S and will be an excellent addition to our Executive Board.”
According to Rita Greenwood, “The UK will continue to be a priority market for me, playing a critical role within the new EMEA region. Neil shares my passion for the UK business, and I am confident that this appointment will ensure both continuity of strategy and strong leadership within the UK team. I would like to take this opportunity to wish Neil every success in his new role, and thank him for his support as we continue into the next exciting phase of growth for the UK business.”
Neil Barker added, “Since joining the business earlier this year I have been overwhelmed by the passion and determination that goes into running this family-owned business. Taking on the role of Managing Director for the UK & Ireland is an exciting next step. I look forward to continuing the momentum that has been delivered to date in 2017, and driving forward our ambitious growth plans for the future, together with our key partners.”
Barker and Greenwood will begin three months of transition as the company begins the process to recruit for a new UK Commercial Director. http://www.williamgrant.com
Wm Grant & Sons published their 2017 Annual Report last month and revealed it to members of the trade at a special event at the Blythswood Hotel. The report which highlights consumer and trade trends and takes account of current economic and political impacts on the drinks industry and the licensed trade, revealed trends which included the fact that consumers are changing how they choose to interact with brands. With health and well-being continuing to dominate consumer consciousness, and on-demand, authentic experiences taking priority over products. It appears that trends such as ‘Hyper Personalisation’, ‘Collective Escapism’ and ‘Kidult Experiences’ have emerged and in the on-trade, venues are responding to consumers’ shift in taste, moving towards a greater range of more natural flavours; as well as the industry rallying together to champion a zero-waste policy.
The report revealed that in the on-trade and off-trade the second largest sector is spirits, worth £10.0bn, up +2.5%, which is seeing strong value growth across both channels. The on-trade is driving the majority of the spirits sector’s performance, up +3.1%. Total premium spirits are now worth over £1.2bn, up +9.9% accounting for 11.7% of the spirits market. Premiumisation remains a key driver for the spirits market with premium brands accounting for £105m of incremental and growth in the spirits sector is being driven by gin, flavoured/spiced rum, non-cream liqueurs, and malt whisky.
Gary Keogh, Marketing Director of William Grant & Sons UK, comments, “Consumer behaviour and habits have continued to evolve in this time of uncertainty, but still there remains an element of consistency with the trends identified in our previous Reports, as the consumer trends and resulting behaviours have adapted to this new normal.
More than ever, brands need to have a point of view, share their values, and reach heightening expectations to meet consumer needs. The brands that succeed will be those that can balance these often conflicting needs and offer inclusive, collective experiences, a playful sense of purpose, and meet on-demand consumer expectations without compromising on quality.”
Rita Greenwood, Managing Director of William Grant & Sons UK and Ireland, adds, “William Grant and Sons is a family owned business and has been for 130 years. This report is our objective view of what is happening in the UK drinks industry. Every word is written internally by our colleagues and it demonstrates our commitment to ensuring that all of our business partners are informed about what is happening now, and how we expect consumers and categories to evolve in the future.
The report shows that it is more essential, now than ever before, for businesses and brands to adapt if they are to remain relevant with today’s consumers.
William Grant & Sons UK has officially welcomed Drambuie into its portfolio. The brand was acquired by Wm Grant & Sons in 2014, but its distribution stayed with Bacardi Brown-Forman in the interim.
Rita Greenwood, Managing Director of William Grant & Sons UK and Ireland, comments,“Liqueurs is a dynamic category within the premium spirits market, growing by £12.5 million last year, and since Drambuie is such a unique liquid, we are thrilled to announce it has joined our portfolio. One of our ambitions is to grow our quality spirits offering within the market, and with 7.6 million liqueur drinkers in the UK, Drambuie is an excellent fit that complements our existing portfolio and will support our growth strategy both in the on and off trade going forward.”
William Grant & Sons UK revitalised the Drambuie brand in late 2016 with a new identity and bottle design to truly reflect the brand’s roots. The new design sees the iconic Drambuie red cork cap reintroduced, and features the brand’s refreshed logo based on the design from the 1960’s, embossed on textured cream stock with gold foiling.
Plans for revitalizing the brand continue in 2017, with William Grant & Sons’ mission of recruiting a new generation of Drambuie drinkers. Along with the new serve strategy for the ‘Drambuie Collins’ and the new bottle design, the company plans to continue with ‘Brass and Crimson’ – a campaign celebrating Drambuie’s history with music through a series of events up and down the country.
William Grant & Sons existing portfolio includes Glenfiddich and The Balvenie single malt Scotch whiskies, Monkey Shoulder, Grant’s, Tullamore D.E.W. Irish whiskey, Hendrick’s gin and Sailor Jerry spiced rum.
Rita Greenwood comes with a wealth of experience having formerly held roles across the William Grant & Sons business including Managing Director Global Travel Retail, Managing Director Developed European Markets and Commercial Director in the UK.
Both Rita Greenwood and Chris Mason will report into the Chief Commercial Officer and the new roles will be effective from 15th February 2016.
Simon Hunt, William Grant & Sons Chief Commercial Officer said, “Rita and Chris are both incredibly experienced and effective leaders who, over the years have been instrumental in the development of our business in the UK and Europe. These are complex markets and the change in roles for Rita and Chris will mean a refreshed focus in all areas that will drive forward our ambitions. I wish them both well.”
Rita Greenwood comments, “I am delighted to be taking on this role in the UK, we have a strong business in the UK that has been driven by a talented and passionate team. I look forward to working with them to build on their success.