Diageo unveils new business unit to focus on high potential brands

on 20/09/11 at 8:58 pm


UK based global spirits group Diageo has launched Catalyst, a stand-alone group within its commercial organization. The new group will focus exclusively on the company’s high potential brands.

The Catalyst brand portfolio will include the global spirit major’s collection of single malts, Tanqueray, Sterling Vodka, Pimms, Moon Mountain Vodka, Myers’s Rum, Rumple Minz and Goldschlager.

The Catalyst Business Unit, which will be lead by Sandra LeDrew, currently president DC&E, will have Diageo resources aligned geographically, and will work with dedicated distributor contacts within the company’s dedicated distributors and brokers.

LeDrew, reporting to Larry Schwartz, president Diageo USA, will be responsible for leading the fully integrated Catalyst business team, focusing on national activation in both on and off premise accounts, driving merchandising, promotions pricing and local marketing tactics.

Recently, Diageo announced its plans to invest £6m in a bioenergy plant at its Glenlossie distillery complex in Speyside. The new state-of-the-art plant is said to reduce CO2 emissions by nearly 6,000 tons per annum.


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