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Diageo Names Former Heineken CMO To Lead U.S. Beer Unit

February 9, 2018

Diageo North America has named Nuno Teles president of the Diageo Beer Company USA, effective March 1. Teles joins Diageo from Heineken USA, where he has served as chief marketing officer since 2014. He succeeds Tom Day, who was promoted to global chief sales officer for Diageo last summer, while concurrently being named to an advisory role as chairman, Diageo Beer Company USA. Teles will report to Deirdre Mahlan, president of Diageo North America.

The Diageo Beer Company USA portfolio includes the Guinness, Harp, Smithwick’s and Smirnoff Ice brands. Sales for the unit were up 2% in Diageo’s fiscal first half through December, with beer down 1% and ready-to-drink up 4%. Smirnoff Ice Spiked and Smirnoff Spiked Sparkling Seltzer performed well during the period, while Guinness’s net sales were flat.

Among its key current initiatives, Diageo Beer Co. is currently investing $50 million in a new Guinness Open Gate Brewery & Barrel House in Relay, Maryland, expected to be completed later this year. When finished, Diageo expects 300,000 visitors to pass through the new site annually.

Meanwhile, Heineken has named Jonnie Cahill to replace Teles, effective in April. Cahill is currently Heineken’s global commerce senior director, low and no alcohol, a business unit that now comprises 5% of Heineken’s global volume. Prior to that, he was chief marketing officer at Heineken Russia. Heineken USA saw volume decline by mid-single digits in the nine months through last September, with its flagship brand’s results weighed down by shipment timing. However, recent acquisition Lagunitas continued to perform well, outpacing the overall craft beer market.—Christina Jelski

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