Bulldog eyes Americas growth with new division

The founder of Bulldog London Dry Gin has formed a new Americas Division to drive the brand’s commercial strategy across the region.

Bulldog Gin is eyeing growth in the Americas with the launch of a new sales and marketing division

Anshuman Vohra, founder and CEO of Bulldog Gin, has launched a new sales and marketing organisation that will execute the brand’s commercial strategy in the US, Canada, Mexico, Latin America, and the Caribbean, focusing on the on-trade.

Chester Brandes, former CEO of Imperial Brands at Groupe Belvedere, has been appointed managing director of the new division.

In addition to Bulldog’s existing US team, led by senior brand manager of North America Jaron Berkhemer, Christian Castren and Shayne Ackerl will assume the roles of commercial director of Latin America and commercial director of Canada, respectively. All three will report to Brandes.

“With Bulldog growing at an impressive rate in North America, it’s a game-changing time to bring on a seasoned veteran like Chester, who truly embodies the ‘Bulldog spirit’ of relentlessness, confidence, and passion,” said Vohra.

“I am quite confident that he and our team will elevate and further amplify the brand in concert with our valued partners at Gruppo Campari, and I look forward to working closely with him in this endeavour.”

In 2013, Gruppo Campari assumed control of Bulldog Gin’s global distribution, signing a deal that allows Campari to fully acquire the gin brand if agreed targets are met in 2019.

“Bulldog is well positioned to take advantage of the rising interest in cocktail culture in this territory, shining as a key ingredient in popular drinks such as the Negroni,” said Ugo Fiorenzo, managing director – US for Gruppo Campari.

“Chester’s vast experience with distributors, along with the on-premise channel, makes him an ideal leader of this new division.”

In November last year, Bulldog Gin sold a minority stake in its business to UK-based principle investment firm Farlap Capital.