Compass Box names new CMO
Scotch whisky maker Compass Box has appointed Ivo van den Brand as its chief marketing officer to support the next phase of global growth.
Brand’s appointment comes as the company aims to enhance its focus on consumer-driven growth and locally relevant brand development in global markets.
Nishat Gupte, CEO of Compass Box, commented: “Ivo brings extensive international experience across brand, growth and communications from leading global consumer businesses.
“His appointment reflects Compass Box’s ambition to continue evolving as a modern Scotch whisky brand with an even stronger focus on consumer understanding, cultural relevance, and meaningful connections with whisky drinkers in local markets around the world.”
Brand has previously held senior positions at companies including surplus food marketplace Too Good To Go, software company DiDi, and electronics firms Huawei and Philips.
Commenting on his new role, Brand said: “Compass Box has built something truly special over the past 25 years: a brand with real soul, a loyal following, and an uncompromising commitment to flavour, liquid excellence and creativity.
“What excited me most about joining the business is the clarity of the company’s ambition for future growth, and the opportunity to help more people discover Compass Box in ways that feel culturally and locally relevant to them.
“Our aim is now to build on these foundations and unlock the next chapter of growth across key markets in North America, Asia and Europe, while ensuring everything we do continues to reflect the quality, creativity and character that defines Compass Box.”
In addition to welcoming a new chief marketing executive, Compass Box will increase its focus on its Orchard House blend.
With its ‘smooth, bright, easy to drink, and fruit-forward’ character, Orchard House is said to play a key role in Compass Box’s goal of making whisky more accessible and appealing to a wider audience of modern whisky drinkers worldwide.
New initiatives for the blend include forming locally relevant partnerships and creating new formats, such as an upcoming limited release ready-to-drink highball in collaboration with Lawson in Japan.
Compass Box was established in 2000 by John Glaser, who exited the company in 2024.
Earlier this year, the brand unveiled its 2026 Hedonism release, featuring Jumanji actor Karen Gillan, illustrated by artist Emma Hack.
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