Q&A: Entrepreneurial spirit

Related tags Bourbon whiskey

How would you assess the performance of Beam Brands in the UK since its formation a year ago?It is rare in your career to get hold of a portfolio of...

How would you assess the performance of Beam Brands in the UK since its formation a year ago?

It is rare in your career to get hold of a portfolio of brands with the heritage of the Allied Domecq brands. I think we gave them a focus for the first time in years.

And that is what Beam is all about. We are innovative and fresh in our approach and we do things at pace in the market. There is a spirit of entrepreneurship here and that is the reason for our success. Overall the market is in 1.6 per cent decline. We are delivering double-digit growth. The challenge is to consolidate that.

How would you assess the current state of the spirits market in pubs?

The smoking ban will bring an increased food offer and more families into pubs. That is the real opportunity for suppliers. But we need educational programmes that meet the needs of everyone in the on-trade to come to the fore. We are about to put in place a training and education programme which we hope will be more engaging than others.

The important thing is to make the product come alive, and that is what we have tried to do with our very focused programmes - such as through our Embassy bars programme with Maker's Mark. We would rather make a big impact on a small audience than a limited impact through a catch-all solution.

Much is made of a growing trend towards dark spirits among consumers. Is this really happening in pubs?

With American whiskey and white rum you have categories where there is one major brand leader that drives sales. In dark spirits there are multiple players, which splits the market, and you don't get the same kind of growth. But things are progressing. Courvoisier has added one million consumers in the past three years. The reason for the increase in the popularity of dark spirits is better education. The quality of serve and increase in mixability have helped dark spirits too.

Do brand owners need to engage more with the licensee and offer more support?

There are several multiple operators that have excellent marketing teams and do try to engage licensees about spirits and give us some access. But most of our volume gains have been in the freetrade. But if you are asking if we are committed to introducing things with licensees that are different and fresh? Absolutely.

Which part of the on-trade are you most excited about when it comes to spirits?

The standard chain bars and independents on the high street have so much potential and they represent the biggest opportunity for suppliers.

If these operators have to change their procedures in the light of legislative change, like the smoking ban, then the suppliers that respond best to this will be the ones that increase their business. The big win for spirits comes from the centre ground.

It's The Publican's round, what are you drinking?

A nice glass of Marlborough sauvignon blanc please!

CV:

November 2005 - present: marketing director, UK & Ireland, Beam Global Spirits & Wine

October 2003 - November 2005: Commercial & marketing director, Europe, Jim Beam Brands, Europe

July 2001 - October 2003: Marketing director, Jim Beam, Europe

July 2000 - July 2001: International marketing manager, Bourbons, Jim Beam Brands, Europe

August 1999 - July 2000: Category marketing manager, Bourbons, Maxxium Australia

March 1998 - August 1999: Category manager, Bourbons, Australasia, Jim Beam Asia-Pacific

July 1996 - March 1998: International brand manager, Europe, Jim Beam Brands, Europe

June 1995 - July 1996: Account Manager, The Marketing Store

August 1992 - June 1995: Brand manager, Skips/NBD, UK

Related topics Spirits & Cocktails

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