Shane Hoyne joins Quintessential Brands

07 March, 2018

Quintessential Brands Group has announced the appointment of Shane Hoyne as its new chief marketing officer.

Hoyne (pictured), who will also be a member of the Quintessential’s group executive team, joins Quintessential Brands this month from Bacardi where, in addition to his role as chief marketing officer for Europe, he was also responsible for global leadership for brands, including Martini vermouths, Bombay Sapphire gin and Dewar’s scotch.

Before joining Bacardi, Hoyne was at William Grant & Sons, where it is said, he led the global brand strategy for Grant’s scotch and Tullamore Dew Irish whiskey and led the integration of Drambuie liqueur into the portfolio following its acquisition. He has also worked across multiple markets for Heineken, including roles in Dublin, at the company’s global headquarters in Amsterdam and as senior brand director for Heineken USA.

The company says Hoyne has assumed responsibility for the company’s premium brands portfolio, leading teams located in London and Dublin, to continue the growth the portfolio is currently enjoying across various categories.

Quintessential founder and chief executive Warren Scott, said: “Shane has impressed me with his passion for our industry, his significant experience in building brands that truly resonate with today’s consumers and his evident leadership abilities. There remains significant opportunity in this industry for Quintessential Brands and with Shane on board, I am very excited about what we can achieve in the years ahead.”

Hoyne replaces Mike Salmon, who has been with the company since Visone and Scott acquired G&J Distillers in 2011. Salmon will continue to work for Quintessential as a non-executive director.

Quintessential Brands was established in 2011 by former Gruppo Campari CEO, Enzo Visone, and Scott. The company says the duo have made it their mission to create an independent, international spirits business, respected for both its enviable portfolio of premium brands and its world-class manufacturing capabilities.

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