QUENTIN MEURISSE TAKES GLOBAL BRAND HELM FOR HERITAGE PORTFOLIO AT WILLIAM GRANT & SONS

Quentin Meurisse has been appointed Global Brand Director – Heritage Brands at William Grant & Sons. He will oversee the strategic growth and positioning of the company’s heritage portfolio, focusing on relevance, consistency and long-term value, while collaborating closely with teams across the family-owned spirits business.

In a move reflecting its continued commitment to strengthening legacy brands in a competitive global spirits market, Quentin Meurisse has been appointed Global Brand Director – Heritage Brands at William Grant & Sons. The announcement signals a strategic emphasis on preserving brand heritage while driving modern relevance and sustainable growth.

Meurisse steps into the role with a mandate to enhance the visibility and consistency of the company’s heritage portfolio, which includes some of the most recognised and long-standing names in the industry. His focus will centre on ensuring that these brands not only retain their historical identity but also resonate with evolving consumer expectations across diverse markets.

The appointment comes at a time when heritage brands face increasing pressure to balance authenticity with innovation. Consumers today are drawn to stories of craftsmanship and legacy, yet demand contemporary engagement and purpose-driven narratives. Meurisse’s role will be pivotal in navigating this intersection, shaping strategies that uphold tradition while embracing modern brand-building techniques.

Expressing enthusiasm about the new position, Meurisse highlighted the appeal of joining a family-owned business known for its clear sense of purpose and carefully curated portfolio. The independence of William Grant & Sons has long been viewed as a competitive advantage, allowing it to invest patiently in brand equity rather than chase short-term gains. This philosophy aligns closely with the stewardship required for heritage brands, where consistency and long-term vision are paramount.

Industry observers note that the role carries significant responsibility, as heritage brands often serve as the backbone of a company’s identity and financial stability. Strengthening their global relevance requires not only marketing expertise but also a deep understanding of cultural nuances, consumer behaviour, and the premiumisation trends shaping the spirits sector.

Collaboration will be central to Meurisse’s approach. Working closely with regional teams, creative partners, and leadership across the organisation, he is expected to foster a unified brand direction while allowing for local adaptation. This balance between global consistency and regional flexibility is increasingly seen as essential for multinational brand portfolios.

As William Grant & Sons continues to expand its global footprint, the appointment underscores a broader industry trend: investing in experienced brand leaders who can safeguard heritage while unlocking future growth. With Meurisse at the helm of its heritage brands, the company appears poised to reinforce its legacy while evolving for the next generation of consumers.