William Grant & Sons, the premium spirits company behind renowned brands like Hendrick’s gin and Glenfiddich, has announced the appointment of Andrew Geoghegan as its Chief Marketing Officer. Geoghegan, a seasoned marketer with extensive experience in the consumer goods and premium spirits sectors, will assume his role on November 4, 2024.
Geoghegan joins William Grant & Sons following a transformative stint at PZ Cussons, where he served as Chief Marketing Transformation Officer. During his tenure, he was instrumental in reshaping the company’s marketing strategy. His efforts to revitalize key brands like Carex led to significant market gains, with Carex increasing its value market share by 2.6 percentage points under his leadership.
In a statement about his new position, Geoghegan expressed enthusiasm for the role. “I am thrilled to be joining William Grant & Sons, a company with such a rich heritage and a portfolio of some of the world’s most iconic spirits brands. I look forward to working closely with the team to build on the brand’s successes and drive innovative marketing strategies that resonate with consumers globally.”
William Grant & Sons has seen impressive growth over the past year. The company’s turnover rose by 14% in 2023, reaching £1.96 billion, and after-tax profits jumped by 34% to £444 million. Geoghegan’s appointment comes at a critical moment as the company looks to further strengthen its position in the competitive premium spirits market.
With over 13 years of experience at Diageo, where he rose to the role of Global Consumer Planning Director, Geoghegan has a deep understanding of the premium spirits landscape. His strategic oversight at Diageo, which included driving marketing effectiveness and managing the company’s portfolio strategy, made him a standout candidate for William Grant & Sons.
William Grant & Sons is eager to leverage Geoghegan’s expertise to further its brand-building efforts. The company’s leadership highlighted the importance of his role in shaping future marketing strategies. “Andrew brings a wealth of experience in transforming brands and driving long-term growth,” a spokesperson for the company said. “We are confident that his innovative approach and deep industry knowledge will help us continue to elevate our brands and connect with consumers in meaningful ways.”
Geoghegan’s appointment is part of William Grant & Sons’ broader strategy to stay ahead in the rapidly evolving spirits industry. As consumer preferences shift toward premium and craft products, brands like Hendrick’s gin and Glenfiddich must continue to innovate to maintain their competitive edge. Geoghegan’s experience in leading brand overhauls and implementing marketing effectiveness will be critical in helping the company navigate this dynamic landscape.
Reflecting on the current challenges in the marketing industry, Geoghegan has been vocal about the need for companies to prioritize brand building. “Marketing should not be seen as a standalone function,” he wrote in one of his recent columns for Marketing Week. “It’s vital that all areas of the business, not just finance, understand the importance of marketing. Everyone must work together toward common goals that balance both short-term results and long-term brand value.”
His commitment to creativity and marketing innovation is expected to play a key role in shaping William Grant & Sons’ future campaigns. “Embracing creativity is essential for any brand’s success, particularly in the spirits industry, where consumer expectations are constantly evolving,” Geoghegan stated.
As he steps into his role at William Grant & Sons, industry insiders are eager to see how Geoghegan’s leadership will influence the direction of iconic brands like Hendrick’s gin and Sailor Jerry. With his proven track record in brand transformation and strategic marketing, Geoghegan is set to lead the company’s marketing efforts into a new phase of growth.
This appointment represents a significant moment for William Grant & Sons as it continues to expand its presence in the global spirits market. The company’s leadership is confident that Geoghegan’s expertise will be instrumental in ensuring the ongoing success of its brands and driving long-term profitability.
“We are excited to have Andrew on board,” the spokesperson added. “His strategic insights and leadership will undoubtedly help us build on our past successes and create new opportunities for growth.”
With Geoghegan at the helm of its marketing division, William Grant & Sons is poised to further strengthen its reputation as a leader in the premium spirits category.
