In her role, Boyda will spearhead Beam’s mixables category, which includes fast-growing premium brands such as Sauza® Tequila, Hornitos® Tequila, Cruzan® Rum, EFFEN® Vodka, and Skinnygirl® Cocktails, the nation’s fastest growing spirits brand.
Deerfield, Ill. – Aug. 24, 2011 – Beam Global Spirits & Wine, Inc. [Fortune Brands, Inc. (NYSE: FO)] today announced that Debora Boyda, a marketing executive veteran, will join the organization as General Manager of the Mixables Category Business Team (CBT). She succeeds and will report to Pryce Greenow, who has been promoted to vice president, group general manager, at Beam.
In her role, Boyda will spearhead Beam’s mixables category, which includes fast-growing premium brands such as Sauza® Tequila, Hornitos® Tequila, Cruzan® Rum, EFFEN® Vodka, and Skinnygirl® Cocktails, the nation’s fastest growing spirits brand. In the past year Beam has introduced several new products to the category which continue to fuel innovation and drive sales. Recent launches include EFFEN® Cucumber Vodka, Skinnygirl Sangria, Sauza Blue Tequila and Pucker™ Flavored Vodka, which uses fruit to create its bold, natural flavors.
“With more than 25 years of delivering solid business results in both a corporate and agency setting, Deb is the right individual to lead our mixables team and brands at Beam,” said Bill Newlands, President North America for Beam. “Over the past year this category has experienced a number of gains, including Skinnygirl Cocktails’ leap to the industry’s number one share gainer. Deb’s leadership will help us deliver even greater growth and drive future success for our Tequila, Rum and Vodka categories as we enter this exciting new era.”
Before joining Beam, Boyda served as co-founder and president of Interplay Ideas, a Chicago-based strategic innovation consultancy. Previously, she served as vice president of marketing at Miller Brewing Co. from 2006 to 2008. Earlier, she spent nearly 20 years in key positions at various esteemed advertising agencies, including Ogilvy & Mather, Leo Burnett Worldwide, Inc. and Euro RSCG Tatham.
Boyda received a bachelor’s degree in English and American literature from Harvard University and a Master of Science in Administration degree, with emphasis on marketing and advertising, at Northwestern University.