William Grant hires former Diageo executive

William Grant & Sons has appointed Alexandre Louro as managing director of Latin America, at the same time as revealing plans to “play a different game” in the region.

Alexandre Louro joins the team of William Grant & Sons as managing director of Latin America

Louro officially stepped into the role last month and is now based at William Grant’s offices in Mexico City and Bogota.

“We are only going to win if we play a different game and with so much opportunity in Latin America,” said Simon Hunt, chief commercial officer at the company.

“I’m delighted to have Alex on board for us to benefit from his knowledge of the market and to help drive the strategy.”

Louro previously held a number of executive roles at Diageo, including general manager of Brazil, Paraguay, Uruguay and Mexico, financial management director, projects director, and controller for Latin America.

“I am delighted to join William Grant & Sons,” he said. “Together we will explore the opportunities to strengthen our brands and grow our share in the market place.”

In June this year, Glenfiddich producer William Grant appointed former Diageo marketing and innovation director for Africa Philip Gladman as its chief marketing officer and member of its executive board.