The appointment marks George’s return to the spirits industry after 13 years at Unilever. He is currently vice president and general manager of Unilever’s deodorants and hair care business unit.
Prior to joining Unilever, George spent seven years in the spirits industry at Seagram Americas, where he held key sales and marketing positions for premium brands such as Captain Morgan, Crown Royal, Chivas Regal and Absolut.
At Beam Global, George will be responsible for global brand strategy development, consumer insights, and will work with in-market teams. Beam’s brands include Jim Beam and Maker’s Mark bourbons, Sauza tequila, Cruzan rum, Courvoisier cognac, Canadian Club whisky and Effen vodka.
George will succeed Rory Finlay, who has decided to leave Beam Global after nearly three years with the company.
Matt Shattock, president and chief executive officer of Beam Global said: “I’m excited that Kevin George will be joining Beam Global to lead our global marketing team.
“With his two decades of experience driving business growth for consumer packaged goods companies, passionately building power brands, and developing innovative strategies to connect with consumers, Kevin has what it takes to propel our marketing capabilities to the next level.
“All of us at Beam Global appreciate Rory’s many important contributions to the company and our brands.”