‘Recruiting new consumers in new occasions has been the strategic imperative’ – Diageo’s global sports partnerships marketing director for Guinness, Somnath Dasgupta, speaks to Global Drinks Intel

Two months ago, Diageo marked the start of the second season of Guinness' tie-up with the English Premier League with a worldwide marketing activation. Shortly afterwards, Global Drinks Intel editor Olly Wehring sat down with the brand's global sports partnerships marketing director, Somnath Dasgupta, to get the lowdown on the sponsorship arrangement.What’s your background, and what are your current responsibilities?I’ve been with Diageo for 14 years, mostly in marketing but also with a couple of stints in commercial and innovation. I started in my home country of Singapore for about eight