Ed is a near 30-year veteran of the beverage and consumer packaged goods industry. As an executive at Diageo North America, he led the creation and development of their North American Luxury organization, including portfolio strategy; consumer segmentation; digital and e-commerce initiatives; innovation; route-to-market strategies; and its first U.S. Private Client business. Prior to this role, he served as the U.S. and Global Brand Director for Bulleit Frontier Whiskey for five years, guiding Bulleit to over 2MM 9L cases across 75+ countries, two new distilleries, a new visitor brand home and all-time high equity and share levels. Under his leadership, Bulleit went from the tenth to the fourth largest American Whiskey brand in the world.
Over his 15-year tenure at Diageo, he also held director-level marketing roles on Ketel One Vodka and Smirnoff Vodka. Prior to his experience in the spirits world, he spent 13 years at Procter & Gamble, with his most recent role leading the North American Folgers Coffee business. He held similar marketing positions on the Gillette Oral-B, Pringles and Millstone Ground Coffee brands, as well as in oral care and coffee innovation.
Catalyst Spirits is a new global spirits incubator company helmed by industry veteran Simon Hunt focused on leveraging the new economy and the company’s extensive experience to build and rapidly grow premium brands. Beyond Howler Head – the official flavored bourbon whiskey of UFC – the company’s spirits portfolio includes The Oceanus Hibernicus, a unique blend of Irish and Scotch malt whisk(e)y, as well as a number of other exciting brands in development.
Catalyst and its Howler Head brand are minority-owned by Campari Group, which also serves as the global distributor for the Howler Head brand.