Compass Box Scotch Whiskymakers has named Ivo van den Brand as its new chief marketing officer, strengthening its leadership team as the independent whisky company pursues consumer-focused expansion. The appointment, announced on May 12, 2025, signals the London-based brand’s ambition to deepen its presence across key markets in North America, Asia, and Europe.
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READ THE STORYVan den Brand joins with extensive international experience spanning brand strategy, growth, and communications across global consumer businesses.
Nishat Gupte, Compass Box CEO, framed the hire as a strategic move. “Ivo brings extensive international experience across brand, growth and communications from leading global consumer businesses,” Gupte said. “His appointment reflects Compass Box’s ambition to continue evolving as a modern Scotch whisky brand with an even stronger focus on consumer understanding, cultural relevance, and meaningful connections with whisky drinkers in local markets around the world.”
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Van den Brand expressed enthusiasm for the company’s trajectory. “Compass Box has built something truly special over the past 25 years; a brand with real soul, a loyal following, and an uncompromising commitment to flavour, liquid excellence and creativity,” he said.
“What excited me most about joining the business is the clarity of the company’s ambition for future growth, and the opportunity to help more people discover Compass Box in ways that feel culturally and locally relevant to them,” van den Brand added.
The new CMO outlined specific commercial priorities. “Our aim is now to build on these foundations and unlock the next chapter of growth across key markets in North America, Asia and Europe, while ensuring everything we do continues to reflect the quality, creativity and character that defines Compass Box,” he said.
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A central pillar of the growth strategy is Orchard House, the brand’s signature blend and primary entry point for new consumers. Described as smooth, bright, and fruit-forward, Orchard House is positioned to make the brand more accessible to a broader audience of modern whisky drinkers globally.
Compass Box plans to activate the blend through locally relevant partnerships and formats. One such initiative is a limited-release Orchard House highball RTD developed in partnership with Lawson convenience stores in Japan, set to launch soon.
Founded in 2000, Compass Box has built its reputation on a flavor-first approach to blended Scotch, sourcing aged malt whiskies from more than 40 distilleries across Scotland.
