Seagram forms new brand groups

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Seagram Co., Montreal, is planning to streamline its global spirits unit to a single, senior management team based in New York from a regional and brand group structure. The new organization, to be created over the first six months of 1999, will be led by a chief marketing officer who will report to Steven J. Kalagher, CEO, Seagram Spirits & Wine Group. Four brand groups will focus on overall brand strategy: Chivas Regal Group, London, which will handle core Scotch whiskys; Crown Royal Group, New York, which will oversee Canadian and American whiskies; Martell Group, London, which will focus on cognac and wines; and Captain Morgan Group, New York, which will supervise rums, gins, liqueurs and tequilas. Chivas Regal Scotch whisky and Crown Royal are the two chief focuses for the distiller.

Copyright November 1998, Crain Communications Inc.

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