Diageo Spain appoints head of external relations

Spirits group Diageo has put Jose Antonio Bonache at the helm of its newly-created external relations unit in Madrid.

Bonache’s mission will be to help Diageo boost its image as a socially responsible company which promotes the legal consumption of alcoholic beverages by marketing products to consumers over the age of 18. He is also tasked with helping to raise the group’s profile as a multinational to attract prospective employees, according to a spokesman.

Bonache will report to Diageo’s head of human resources Elena Perez, and will work alongside the company’s communications chief Rafael Jimenez Amaya. He will also liaise with Vicente Dalda, a Diageo board member and head of the Spanish spirits association FEBE, who handles social responsibility campaigns for the group.

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