Diageo’s largest market is under new leadership. The global spirits company has appointed Sally Grimes, the former head of Clif Bar, as CEO of North America effective next month.
Grimes was at leading energy bar brand Clif Bar & Company from 2020 to March 2023, during which she led the development of a 10-year strategic growth plan and oversaw the company’s sale to Mondelez International last year. Under Grimes, the brand began moving outside of bars with the aim of becoming a $2 billion business.
Her prior resume also includes a stint as president of the prepared foods segment of Tyson Foods, America’s largest food company. Her early career began in banking, followed by multiple positions within large consumer goods companies, from Kraft Foods to Newell Brands.
Grimes will report to Debra Crew, who assumed the Chief Executive role early after the death of former CEO Sir Ivan Menezes.
“Sally brings a significant depth of experience in the consumer goods sector in North America and has a proven ability to drive substantial growth in businesses,” Crew said in a release. “I’m confident that with these appointments, we are set up to win at pace in North America.”
North America is Diageo’s largest market, having grown net sales 41% on a constant basis since FY 2019, according to the company.
In addition, the company named North America president Claudia Schubert as COO, also effective Oct 1. Schubert was appointed as president last year, and has over 20 years of total beverage alcohol experience. She led Diageo’s U.S. spirits business through the disruption of the pandemic, and has managed the “explosive rise of our tequila business and integrated several acquisitions,” said the release. Schubert has shaped and executed growth strategies in general management, commercial and marketing roles across Diageo’s divisions in North America, Europe and the Middle East and has been a board member of Distill Ventures.
Grimes will be tasked with executing something of a rebound: In its latest earnings report, Diageo joined other spirits companies reporting a slowdown in the U.S., as sales normalize post-pandemic and consumers adjust to the impact of inflation. In the U.S, net sales of spirits declined 1%. That drop contributed to organic net sales remaining flat in North America, which was offset by growth in Canada and Diageo Beer Company USA. The region made up 39% of the group’s sales.