Beam Global Spirits & Wine has named Kevin B. George as senior vice president and global chief marketing officer. The position takes effect Sept. 28.
He will be responsible for global brand strategy development, consumer insights, and working with in-market teams to activate brand building programs for the company’s spirits portfolio, which includes major brands such as Jim Beam and Maker’s Mark bourbons, Sauza tequila, Cruzan rum, Courvoisier cognac, Canadian Club whisky, Effen vodka, DeKuyper cordials and Laphroaig single-malt Scotch.
For the last 13 years, George had worked for Unilever, most recently as vice president and general manager of the deodorants and hair care business unit. The unit’s portfolio of brands includes AXE, Degree, Dove and Suave.
During the past four years, George established the deodorant business unit as the fastest growing Unilever business in the U.S. As director of marketing, deodorants from 2003-2005, he played a key role in the launch of Axe Bodyspray in North America, which became the No. 1 male deodorant in the market.
Prior to joining Unilever, George spent seven years in the spirits industry at Seagram Americas, where he held key sales and marketing positions for premium brands such as Captain Morgan, Crown Royal, Chivas Regal and Absolut.
George will succeed Rory Finlay, who is leaving the company after nearly three years.
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