Andrew Watson
About Andrew Watson
Andrew Watson serves as the Global Brand Director for Scotch Whisky at Brown-Forman, overseeing brands such as The Glen Dronach, Benriach, and Glenglassaugh. He has extensive experience in brand management and marketing within the spirits industry, having worked at Brown-Forman for over a decade in various roles.
Current Role at Brown-Forman
Andrew Watson serves as the Global Brand Director for Scotch Whisky at Brown-Forman, overseeing brands such as The Glen Dronach, Benriach, and Glenglassaugh. He has held this position since 2021, working from London, England. In this role, he leads multi-disciplinary teams to develop and implement profitable business plans informed by consumer, category, customer, and shopper insights.
Previous Experience at Brown-Forman
Watson has extensive experience at Brown-Forman, having worked in various roles since 2008. He began as a Graduate Trainee and progressed to Assistant Brand Manager for Jack Daniel's, then to Brand Manager for Jack Daniel's Tennessee Honey. He later served as Senior Brand Manager for Jack Daniel's Tennessee Honey and Tennessee Fire before becoming Global Marketing Manager for Scotch Whisky. His tenure at the company spans over 13 years.
Education and Professional Development
Andrew Watson studied at Stewarts Melville College from 1995 to 2002. He then attended The University of Glasgow, where he earned a 2:1 degree from 2002 to 2006. Additionally, he completed a Professional Diploma in Marketing at Cambridge Professional Academy, further enhancing his expertise in brand management and marketing strategies.
Expertise in Brand Strategy
Watson has a strong track record in delivering category-breaking growth for new spirit brands. He has developed brand strategies that effectively integrate storytelling with consumer insights, aimed at driving engagement and growth within the market. His leadership in brand management has contributed to the successful positioning of several products in the competitive spirits industry.