Diageo Appoints New RTD Marketing Director to Drive Growth in UK Spirits Market

What's Happening?

Diageo has announced the appointment of Kirsten McPherson as its first marketing director for the ready-to-drink (RTD) category in the UK. McPherson, who previously served as the UK and Ireland marketing director for Mondelez's meals category, will assume her new role at the end of November. She will be part of Diageo's UK and Ireland leadership team, reporting to Ursula Mejia Melgar, the marketing and innovation director for Diageo GB. The RTD category has been identified as a priority market globally, with Diageo aiming to leverage this sector's growth potential. The company has already relaunched its classic RTD product, Smirnoff Ice, to capitalize on the increasing demand. The RTD sector has shown consistent growth, emerging as the fastest-growing category in total beverage alcohol over the past three years, according to industry data provider IWSR.

Why It's Important?

The appointment of a dedicated marketing director for the RTD category underscores Diageo's strategic focus on expanding its presence in this high-growth area. The RTD market offers significant opportunities for introducing Diageo's brands to new audiences, particularly Gen Z young adults, who are seen as a key recruitment channel. As the RTD category continues to grow, it presents a lucrative opportunity for Diageo to diversify its product offerings and strengthen its market position. This move is likely to influence the competitive dynamics within the spirits industry, as other companies may also seek to enhance their RTD portfolios to capture market share.

What's Next?

Kirsten McPherson's leadership in the RTD category is expected to drive innovation and expand Diageo's reach into new consumer occasions. Her experience in commercial planning and market strategy will be instrumental in developing targeted marketing campaigns and product launches. Diageo's focus on the RTD sector may prompt other industry players to invest in similar strategies, potentially leading to increased competition and innovation within the market. Stakeholders will be watching closely to see how Diageo's efforts in the RTD category impact its overall business performance and market share.

Beyond the Headlines

The growth of the RTD category reflects broader consumer trends towards convenience and ready-to-consume products. This shift may have implications for traditional spirits categories, as consumers increasingly opt for RTD options. Diageo's strategic focus on RTDs could also influence cultural perceptions of alcohol consumption, as these products are often associated with casual and social drinking occasions. The company's efforts to target Gen Z may also shape future marketing strategies across the industry, as brands seek to engage younger consumers through innovative and accessible product offerings.