Ivan Menezes, the former chief executive of Diageo, the global spirits corporation, passed away on June 7 at the age of 63. Menezes played a crucial role in the company’s growth, leveraging his marketing expertise and understanding of consumer sentiment to transform Diageo into a powerhouse in the alcohol industry. His death was attributed to complications from emergency surgery for a stomach ulcer.
Diageo is a dominant presence in the world of alcohol, boasting over 200 brands sold in more than 180 countries. Some of its most well-known brands include Smirnoff vodka, Tanqueray gin, Johnnie Walker Scotch, Captain Morgan rum, and Guinness beer. The company excels in various spirit categories, consistently achieving impressive global net sales.
Menezes, with a background in marketing, recognized the appeal of spirits as a form of “accessible luxury” for consumers even in an uncertain economy. He once compared it to enjoying a glass of Johnnie Walker Blue Label on the rocks at the Four Seasons bar, which provides a taste of the good life without the extravagant price tag. This understanding guided his strategic decisions and helped Diageo thrive even during challenging times.
Menezes joined Diageo at its inception and held various positions before becoming the chief executive in 2013. He played a pivotal role in the company’s merger with Grand Metropolitan P.L.C. in 1997, which resulted in a conglomerate valued at $33 billion. Additionally, Menezes spearheaded a successful rebranding campaign for Johnnie Walker in 1999, targeting a younger demographic by shedding the drink’s outdated image.
The iconic “Keep walking” slogan was introduced during this campaign and remains a cornerstone of Johnnie Walker’s marketing to this day. Under Menezes’ leadership, the brand’s retail sales value soared from approximately $5.1 billion in 2012 to over $8 billion in 2022, solidifying its position as one of the most popular Scotch brands worldwide.
Furthermore, Menezes played a pivotal role in expanding Diageo’s tequila portfolio. The company made strategic moves, such as trading its Bushmills Irish whiskey brand for complete control of the Don Julio tequila brand and acquiring Casamigos, the tequila created by George Clooney and his partners, in a billion-dollar deal. Tequila now stands as Diageo’s second-best-selling product, only surpassed by Scotch.
During his tenure as chief executive, Menezes implemented organizational changes that improved communication between the global company and its country-based businesses. This involved streamlining regional management and reducing the employee base from 36,000 to nearly 28,000. He also prioritized environmental sustainability, successfully reducing Diageo’s carbon emissions, and championed diversity by promoting the inclusion of more women in senior leadership positions.
Menezes planned to retire this year, passing the torch to Debra Crew as the new chief executive. However, the company currently faces a legal challenge from Sean Combs (Diddy), who co-owns vodka and tequila brands with Diageo. Combs accuses the company of racial bias, an allegation firmly denied by Diageo.
Born on July 10, 1959, in Pune, India, to Nina and Manuel Menezes, Ivan Manuel Menezes hailed from a family of accomplished individuals. His father served as chairman of the Indian Railway Board, while his brother Victor was the former chairman and chief executive of Citibank. After earning a bachelor’s degree in economics from St. Stephen’s College, the University of Delhi, Menezes pursued a master’s degree in business administration from Northwestern University’s Kellogg School of Management.
Prior to joining Diageo, Menezes gained valuable experience working for companies like Nestlé and Whirlpool. He eventually rose through the ranks at Diageo, holding positions such as vice president of group marketing and chief operating officer before assuming the role of chief executive, succeeding Paul S. Walsh.
Menezes is survived by his wife Shibani, whom he resided with in London, as well as his brothers, sister, daughter, and son. In recognition of his contributions to business and equality, Menezes received a knighthood from King Charles III in January.
While his professional achievements were commendable, Menezes valued simple pleasures when it came to his own choice of beverages. He favored classics like Johnnie Walker Black and soda or a pint of Guinness. As he aptly remarked during an interview on CNBC, “What I will say about Guinness, my favorite pint is always my next pint.”
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