Brand Book 2014 profile: Glen Gribbon, The Famous Grouse

Glen Gribbon joined Glasgow-based international premium spirits business The Edrington Group in 2012 as director of The Famous Grouse whisky brand.

Glen Gribbon, The Famous Grouse
Glen Gribbon, The Famous Grouse

It was, Gribbon says, "a surprise approach" as he had previously been managing director of emergency veterinary business Vets Now.

Gribbon is no stranger to the drinks industry, however, having worked for brands including Jim Beam and Whyte & Mackay. First produced by Matthew Gloag & Son in 1896, The Famous Grouse is now sold in more than 100 markets worldwide and has been Scotland's number one selling whisky for more than 30 years.

A varied role

Gribbon's remit includes responsibility for managing the Famous Grouse brand globally and working within the Edrington marketing team. As well as overseeing the business' B2B meetings, of which four are held each year, his team of 20 also has responsibility for The Famous Grouse Experience in Crieff, Scotland's oldest distillery.

Global outlook

Given how many markets The Famous Grouse is sold in, the most challenging aspect when organising events is finding locations for meetings that have the right flights and that provide the opportunity to share learning across markets. And then it is also a question of blocking out the necessary time in the diaries of the business' key marketing and commercial people.

The right mix

We run a number of B2B events each year, which include brand review sessions with marketing and commercial colleagues from all over the world. Experiencing this diversity and collaborating with great marketing people on a global basis are the best parts of my role. We use a mix of agencies and in-house expertise.

Bringing it all together

A typical meeting involves a combination of presentations, workshops, trade visits and then dinner in the evening. In terms of destinations, making it easy for people to get in and out are crucial to ensure our events are successful.

GRIBBON LOVES...

Technology: My phone and laptop are essential for being able to work on the go

Caffeine: A large Costa coffee on the way to work is indispensable

A people business: The really good people that I work with are a must for getting me through my working day

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