The Boston Beer Co. Inc. has brought aboard a new chief marketing officer, Jonathan N. Potter, who will have primary responsibility for overseeing the company’s planning, development and execution of its brand development, marketing and advertising initiatives. Potter will start in August.
Potter has nearly 30 years of marketing experience, most of which has been in the alcohol beverage industry. He comes to the company from Moet Hennessy USA (MH), where he is currently managing director of its Chandon division after having been chief marketing officer and executive vice president of brands since 2012. From 1997 through 2010, Potter held a number of positions around the globe with Diageo, finishing his career there as chief marketing officer of Diageo North America. From 2010 to 2012, he served as senior partner and CMO of McKinney Rogers International (USA) Inc.
“Jon’s experience leading marketing and strategy for these recognizable and highly respected brands will be a great addition to the company’s leadership team as we look ahead to ensure our key brands and initiatives are well-positioned for growth,” said Martin Roper, president and chief executive officer of Boston Beer.
Potter is joining Boston Beer at an interesting time, because while it is atop the craft beer world in terms of sales, it’s also kind of forgotten by hardcore craft beer fans. The company’s 2015 earnings report was also viewed as a disappointment by the market.