TFWA World Exhibition & Conference
John WilliamsGlobal Scotch Director


John Williams has worked at Diageo for 20 years. In May of 2020, he took up his current role as Diageo Global Scotch Director. He has managed Diageo’s largest category, which includes Johnnie Walker, J&B, Bells, Buchanan’s, Old Parr, Black and White along with Gordon’s gin through a global pandemic which saw Diageo pivot successfully toward the at-home occasion.

In 2017 he became Global Brand Director at Johnnie Walker, the world’s No.1 Scotch whisky , a role which he held for three years.

Leading the Johnnie Walker brand, John delivered with the team and across markets globally a transformation strategy which has seen the creation and execution of new growth across communications, serve and innovation.

Previous roles include General Manager of Africa Innovation, Marketing Director of East Africa based in Kenya and head of Beer Europe in Dublin.

John has a tremendous track record of creating strategic breakthroughs that lead to strong business results and team performance. His achievements include leading Africa Innovation as a significant growth driver to the region, including the development and launch of the Orijin Bitters brand.