• Brandweek, Monday, January 8, 2007 11:15 AM

Liquor giant Beam Global Spirits & Wine has named an 18-year Wrigley executive as its chief marketing officer. In his new job, Rory Finlay will take over global marketing strategy for the company's stable of top-shelf tipples, that include Jim Beam and Maker's Mark bourbons, Courvoisier cognac, Starbucks coffee liqueur and Sauza tequila.

Beam laid out about $20 million in U.S. ad spending in 2005--and $12 million more through the first 10 months of 2006--according to data from Nielsen Monitor-Plus. "With the expansion of our portfolio of premium brands, Beam is on its way to becoming a brand-led company," says CEO Tom Flocco. "Finlay has driven several successful multi-brand efforts on both global and national levels, making him an excellent fit with our brand-led strategy."

He replaces Beth Bronner, who left in July, and arrives at a time when spirits companies like Beam continue to experience steady market share and volume growth driven by both savvy marketing and a slow but inexorable consumer shift away from mass-market beer to both wines and higher-end spirits.

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