Diageo’s catalyst for change

15 September, 2011

Diageo has announced the launch of Catalyst, a stand-alone group that will focus exclusively on what it describes as high potential brands.

The Catalyst team will be lead by Sandra LeDrew, currently president DC&E, reporting to Larry Schwartz, president Diageo USA. In her new role as president of the Catalyst Business Unit, LeDrew will be responsible for leading the fully integrated, highly tactical Catalyst business team, focusing on national activation in both on and off premise accounts, driving merchandising, promotions pricing and local marketing tactics.

The Catalyst brand portfolio will include Diageo’s collection of single malts, Tanqueray gin, Sterling vodka, Pimms, Moon Mountain vodka, Myers’s Rum, Rumple Minz and Goldschlager. 

Diageo says Catalyst will have dedicated resources aligned geographically and will work with dedicated distributor contacts within Diageo’s dedicated distributors and brokers.

With LeDrew leaving Diageo Chateau & Estate Wines (DC&E), Diageo has also announced the appointment of Greg Kryder as the new president of DC&E.

Kryder will be fully accountable for the total DC&E supply/demand P&L (profit and loss) for, what the company describes as, one of the most prestigious wine companies in the Napa Valley, managing brands such as Beaulieu Vineyard, Sterling Vineyards, Acacia, Provenance, Hewitt, Rosenblum and Chalone Vineyards.

Kryder will lead the integration of the DC&E Wines supply and demand functions.  This integration is the next step in the company’s wine strategy, following the divestment of non-core brands, an improved cost structure and the recently announced integration of Diageo’s wine and spirits selling divisions. In his role as president DC&E, Kryder will be responsible for the commercial and marketing aspects of the business, including DC&E direct to consumer, marketing, education, PR and category leadership.

Kryder was one of the founding members of DC&E when it was formed more than 10 years ago, serving as VP of finance.  Kryder currently holds the position of finance director, Diageo Great Britain and will switch to his new position over the coming weeks.

Kryder will become a member of Diageo’s North American Executive team and will report to David Cutter, president Americas Supply, effective October 1. 





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Joe Bates

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