Red Stripe says split in spirits portfolio a growth strategy
Published:Friday | December 31, 2010 | 12:00 AM
Red Stripe Jamaica says it has shuffled its spirits portfolio to ensure the top brands it distributes on behalf of parent Diageo Plc get dedicated focus in a pitch for new market share as its core business falters.
Marsha Lumley, who has led the spirit portfolio over the past three years, will remain in charge of Smirnoff as well as develop the market for Trelawny Gold Label, Myers Rum and other rum brands that the company will bring to market, Red Stripe said. Her title is brand manager - vodka and rums.
She is joined by Safia Cooper, whose responsibilities will cover the Johnnie Walker range, J&B, Ciroc, Zacapa, Don Julio Tequila, Baileys, Nuvo, wines and gins. Safia's new title is brand manager - scotch, reserves and liqueurs.
"This role underlines our increased focus on spirits," said Red Stripe's Head of Marketing, Jomo Cato, in a company-issued statement.
The company, whose core business is beer, which has been declining in the recession, said its spirits business has seen 30 per cent growth above last year and that reorganisation of the portfolio is meant to build on that.
Cooper was brand manager for the Red Stripe portfolio before her shift, but that beer is the bigger side of the business does not mean her move to spirits is a diminution of her role, said Red Stripe in response to Financial Gleaner queries.
The shift comes as domestic beer sales lag.
"While beer is a big part of the business, we see vast opportunity in the spirits market, as much of the spirits market in Jamaica is largely uncontested. As Diageo is the leading spirits company in the world with some of the top brands, we believe we have much to offer to consumers," said Brand PR Manager LeVaughn Flynn.
The company has said, however, that it is also not a promotion.
"Both women retain their stature and responsibilities. We've decided to place more emphasis and more resources on driving our spirits, hence the new position which will allow us to maximise the possibilities of these brands," said Flynn.
"Marsha's focus on vodka and rums is also deliberate, and essential, based on what we have planned for those two categories."
Both women have equal standing and both report to Cato, the company said.