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News
Beam places £36m behind key brands
Beam UK announced a planned investment of £36 million for its core brands in 2007 yesterday, as well as a restructuring of its marketing team. The increased marketing spend includes a 46% increase on the 2006 brand building budget. MD Adrian McKeon spoke of the company’s first year of trading, as well as outlining its philosophy towards developing its portfolio.
As the fourth-largest spirits and fortified wine company in the UK, McKeon described the company’s emphasis on categories as opposed to brands, as well as innovation and individuality. Beam UK’s results from its first year of trading, such as on-trade spirits growth of 3.4% and 10.6% in volume and value respectively, “frees me up to do what we want to do in the market”, said McKeon.
Beam’s marketing director, Drew Munro, recognised the importance of “taking responsibility for categories in which we operate,” and discussed the challenges of a category that is characterised by “the same number of consumers drinking less”.
© 14 February 2007