Brown-Forman Beverages named Mark McCallum chief marketing officer for the company’s spirits brands, including Jack Daniel’s, Southern Comfort, Finlandia, Early Times and Appleton.
McCallum joins the Louisville, KY-based company from Darden Restaurants, where he was executive VP-marketing for Red Lobster.
Meanwhile, Brown-Foreman is trying to reposition its Appleton Estate Jamaica Rum from the traditional “beach drink” image to an upscale, sophisticated brand.
Appleton Estate will host events at swanky clubs and real estate open houses in 16 metropolitan markets. The brand also became an official sponsor of The Ultimate Sports Adventure, which consists of two men on a 35,000-mile RV road trip that will stop at major sporting events to raise money for the Cancer Research & Prevention Foundation.
Glasure Group, St. Petersburg, FL, handles.
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