Compass Box Appoints Ivo van den Brand as New CMO
Connecting Culture and Creativity: Compass Box Enters New Era of Global Growth
Scotch whisky brand **Compass Box** has announced the appointment of **Ivo van den Brand** as its new Chief Marketing Officer (CMO) to support global expansion. CEO **Nishat Gupte** stated that this move reflects the brand's increased focus on consumer understanding and cultural relevance, aiming to build deep connections with drinkers worldwide. Ivo brings extensive international brand management and communications experience from his previous roles at Too Good To Go, DiDi, Huawei, and Philips.
Global Strategy and Brand Vision
**Ivo van den Brand** noted that he was drawn to the brand soul and commitment to flavor that Compass Box has built over the past 25 years. His primary mission is to open new chapters in key markets such as **North America**, **Asia**, and **Europe**. He emphasized that while driving growth, he will ensure brand activities resonate with local cultures while maintaining the creative excellence and quality that define Compass Box’s unique character.
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Innovation and Localized Partnerships
The brand will also focus on promoting **Orchard House** blended malt, whose "smooth and fruity" profile is seen as key to attracting modern whisky enthusiasts. New strategies include localized partnerships and innovative formats, such as the upcoming limited-edition **Ready-to-Drink (RTD) Highball** in collaboration with **Lawson** in **Japan**. These initiatives demonstrate the brand's commitment to making whisky more accessible to a broader global audience.
Founded by **John Glaser** in 2000, Compass Box recently unveiled the **2026 Hedonism** release, featuring actress **Karen Gillan** as the muse. Although the founder departed in 2024, the brand continues to push the boundaries of blending. With the new CMO on board, the creatively renowned whiskymaker is poised to expand its international footprint while preserving its core identity, marking the next milestone in its evolution.
📅 Published: 2026-05-12
🔗 Source: https://www.thespiritsbusiness.com/2026/05/compass-box-names-new-cmo/