Carlsberg signs former Landor and Bacardi exec Liam Newton as UK marketing boss

Carlsberg UK has appointed former Landor Associates executive director Liam Newton to the newly created role of vice president marketing

Liam Newton last worked in the beer sector in 2006, when he left InBev for Bacardi Martini
Liam Newton last worked in the beer sector in 2006, when he left InBev for Bacardi Martini

Newton is a drinks industry marketing veteran, having held senior roles at InBev, Bacardi Martini, and UK distribution partnership Bacardi Brown Forman Brands before joining Landor in 2014. He also spent six years at Nestle Rowntree.

He succeeds interim marketing director David Scott, who left Carlsberg last month after nine years with the company. Carlsberg confirmed that former marketing director Darran Britton left the company last year.

Former CEO James Lousada also parted ways with the brewer last autumn, after its flagship lager was delisted by the UK’s biggest retailer Tesco. Most Carlsberg products are still unavailable from the Tesco website - even though the brand is an official sponsor for Euro 2016, which begins in three weeks.

Carlsberg said Newton’s role would "support Carlsberg’s strategy which focuses on the premiumisation of its beer and cider brands", which include Belgian abbey beer Grimbergen, Somersby cider, and San Miguel, which it sells in the UK under licence.

As part of this strategy the company launched draught craft beer 'Shed Head' and draught craft cider 'Bad Apple' in April.

Newton said: "I am delighted to be back in the world of beer and for the opportunity to join Carlsberg at such an exciting time for the business."

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