Beam Names Kevin George Global CMO

NEW YORK After 13 years at Unilever, Kevin George is returning to the spirits industry in the role of senior vice president and global chief marketing officer at Beam Global Spirits & Wine.
 
Effective Sept. 28, George will oversee the global brand strategy for Beam’s brands, which include Maker’s Mark, Sauza, Cruzan, Courvoisier and Canadian Club.
 
George succeeds Rory Finlay, who has decided to leave the company after a three-year stint.
 
At Unilever, George most recently served as vice president and general manager of the deodorants and hair-care business unit. He oversaw Degree, Dove and Suave. George was also instrumental in the successful launch of Axe Bodyspray in North America.
 
Prior to Unilever, George spent seven years at Seagram Americas, where he worked on the Captain Morgan, Crown Royal, Chivas Regal and Absolut brands.
 
“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,” said Matt Shattock, president and chief executive officer of Beam Global.
 
Jim Beam Brands spent $21 million on media in the U.S. last year, per the Nielsen Company. For the first six months of 2009, it has spent $5 million.