My uncle and godfather Michael Vineall, who has died aged 87, was a marketing man, predominantly at Guinness, and later as a freelance consultant.
He joined Guinness in 1968 as the brand manager of bottled Guinness – at that time the country’s biggest brand. Over a 20-year career there, he progressed to the board of Guinness Superlatives, which produces the Guinness Book of Records, and running new product development. In 1983 he went freelance, initially specialising in the drinks industry and expanding later to cover education and agrifood.
Born in Ilford, east London, he was the second son of George, an industrial chemist, and Helen (nee Bradshaw). The family lived initially in New Malden, south-west London, before moving to Alwoodley in Leeds when Mike was five – he always regarded himself as a Yorkshireman. From Leeds grammar school he secured a Leeds City scholarship to New College, Oxford, taking up his place in 1958 after national service to study psychology, philosophy and physiology. He loved his time there, where he also played double bass in jazz bands.
The psychology provided a firm foundation for his subsequent career in marketing, beginning at a research agency after graduation in 1961 before moving to Guinness.
In 1962 he married Mary Watters, whom he had met while doing a summer job on her father’s farm. They lived in Buckinghamshire, first in Amersham and then Chesham Bois, until a return to Yorkshire in 1989, settling in Grassington. Life with Mary meant dogs, walks and entertaining. Mike also enjoyed cricket, Leeds United FC – he was a season ticket-holder at Elland Road – and motorsports. He maintained his interest in jazz, and he and Mary shared a love of the theatre.
Mike’s Anglican faith was deeply felt, but rarely talked about. He served 25 years on the parochial church council of St Mary’s, Amersham, including two stints as churchwarden and 20 years on the deanery synod. Later, at Bolton Abbey, he was an active and regular member of the congregation, and a regular server and chalicist.
A lifelong Guardian reader and supporter of the Labour party, Mike had a genuine interest in the lives of others, and was able to strike up conversation with anyone he met. He was firm in his beliefs and invariably forthright in defending them, but tolerant of those who held opposing views.
He is survived by Mary, his children, Anne and David, six grandchildren, and by his brother, Tony.
