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Bacardi eyes fashion partnerships with new role

Bacardi is attempting to strengthen its presence in the fashion world by creating the new role of vice president of fashion.

Bacardi is looking to increase its footprint in the fashion world with a new appointment

The Bermuda-based drinks group has appointed former IMG Worldwide executive Akiko Maeda to the role in order to “develop partnerships that further incorporate” Bacardi’s spirits brands into the fashion world.

Maeda, who recently served as the vice president of product and platform development for IMG’s fashion arm, will work with marketing and commercial teams to deliver events and digital activations with “fashion industry influencers”.

Prior to this role, Maeda served as IMG’s vice president of social media.

Bacardi recently appointed Mike Dolan – former head of IMG Worldwide – as its permanent CEO following the retirement of Ed Shirley, who stepped down from the role after just two years.

The group has made a series of executive changes in recent months, appointing Mauricio Vergara as its new vice president of rums, succeeding Dmitry “Dima” Ivanov who was appointed chief marketing officer.

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