Diageo focuses on premiumisation with executive moves

Kevin Rozario

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The additional investment will enable a much more joined-up approach to customer and shopper insight

Diageo Global Travel and Middle East (GTME) has created new senior roles in a shake-up that places more focus on the retail elements of its business, and the continuing channel-wide move towards premiumisation. Former regional director Asia Pacific David Segreto takes on the newly-created global role of retail director at GTME. While Segreto remains Singapore-based, his new position means he will focus on developing “compelling liquor category solutions for retail environment” with each of Diageo’s partners. This, Diageo says, is a result of the firm and its partners worldwide having reaped increasing success through better retail offers, particularly in support of a premiumisation strategy. 

Segreto said: “Our ambition is to revolutionise the liquor environment in such an irresistible fashion that people are travelling because they want to enjoy the brands and the fantastic shopping experience. We’ve already made really good progress, particularly in Asia/Pacific, and I’m now going to be spearheading a significant step change across the globe, working closer than ever before with our retail partners to deliver irresistible environments with fantastic returns.”

Segreto’s old role is being changed to cover the travel-retail business across the region under the newly-created title of general manager Asia Pacific, Travel Retail and stepping up to the job is Eleanor Craig, following four years in the role of Diageo Australasia managing director. Her expanded area of responsibilities includes travel-retail in India and China.

Craig said: “David and I shall be working closely to ensure a smooth transition and he will still be in contact with our partners in Asia/Pacific to further build our relationship so as to explore the retail opportunities we can deliver together. In my role on both the GTME and the Asia/Pacific executive team I will also be focusing on continuing to build our overall business in Asia/Pacific.” 

Diageo brands include Smirnoff vodka, Guinness, Johnnie Walker, Baileys, J&B, Cuervo tequila, Captain Morgan and Tanqueray.