Beam appoints mixables manager

26 August, 2011

Beam Global has appointed Debora Boyda to the role of general manager of the Mixables Category Business Team (CBT). 

She succeeds and will report to Pryce Greenow, who has been promoted to vice president, group general manager.

Beam’s mixables category includes Sauza tequila, Hornitos tequila, Cruzan rum, Effen vodka, and Skinnygirl cocktails. Recent launches in the mixables portfolio include Effen cucumber vodka, Skinnygirl Sangria and Sauza Blue Tequila.

Bill Newlands, president North America for Beam, said: “Over the past year this category has experienced a number of gains, including Skinnygirl Cocktails’ leap to the industry’s number one share gainer. Deb’s leadership will help us deliver even greater growth and drive future success for our tequila, rum and vodka categories as we enter this exciting new era.”





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Dominic Roskrow

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Who would have thought it? After decades of dabbling on the margins of the fashionable bar trade, rum is enjoying its most successful spell in the limelight since the early ’90s, when spiced rums swept all before them.

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