Diageo appoints new Baileys global brand director as Garbhan O’Bric departs
Diageo has appointed a new global brand director for Baileys after the departure of Garbhan O’Bric last month.
Grainne Wafer has been promoted from her role of as global strategy and content director for Guinness and will now head up the liquer brand starting January 2016.
A spokesperson from Diageo told The Drum: “Grainne joined Diageo in 1997 and has since worked across both beer and spirits marketing, innovation and most recently as Global Strategy and Content director for Guinness. In this role, Grainne has been one of the prime architects of Guinness’ return to growth worldwide, creating the new Guinness positioning which has inspired some of the strongest Guinness advertising of recent years.”
O'Bric was responsible for a strategic shift at Baileys that saw the drink position itself to play a role in culture as the drink of the modern book club. He had worked at Diageo since 2008 when he joined as lagers and ales marketing manager.