Diageo has appointed Janine Blakeway as its Global Head of Vodka Innovation, handing the marketing executive responsibility for shaping new products and growth opportunities across the drinks company’s global vodka portfolio.
The appointment represents another major leadership move for Blakeway, who has spent more than seven years at Diageo working across several spirits categories. She moves into the position after serving as Global Head of Luxury Innovation since June 2025.
Brandspur Brand News reports that Blakeway will draw on experience spanning vodka, whisky, tequila, Baileys, gin, rum and luxury spirits as she leads innovation efforts within one of Diageo’s major global categories.
Before taking charge of luxury innovation, Blakeway was Head of European Innovation for Whisky, Vodka, Tequila and Baileys from October 2022 to June 2025. She had previously led European whisky innovation after joining Diageo’s European Gin and Aperitivo Innovation team in 2019.
Her latest mandate will involve working with teams across Diageo’s international operations to identify emerging consumer opportunities and develop concepts aimed at supporting the future growth of the vodka category.
The role also places Blakeway within a portfolio that includes Smirnoff, one of Diageo’s globally recognised vodka brands. Her appointment comes as major drinks companies continue to adjust their portfolios and product strategies in response to changing consumer preferences and drinking occasions.
Blakeway brings experience beyond the alcoholic beverages industry. Before joining Diageo, she worked at Premier Foods as Innovation Controller for Bisto and Saxa in 2018.
She previously spent more than five years at Mars, including as Lead Marketing Innovation Manager for Chocolate, where her responsibilities covered innovation and consumer-focused product development.
Earlier roles at Coca-Cola and Cadbury further broadened her experience across brand management, marketing and consumer goods.
With a career spanning more than two decades, Blakeway’s background combines product innovation with brand development and cross-functional leadership, experience that will now be applied specifically to Diageo’s global vodka business.
The appointment strengthens Diageo’s focus on category innovation as the company seeks new products and consumer propositions capable of supporting the next stage of development across its international spirits portfolio.
