Bacardi marketing exec moves to Greenall’s

Quintessential Brands has reinforced its “on-going commitment to the evolution” of Greenall’s Gin by appointing a former Bacardi executive as international marketing manager for the brand.

Joanna Richardson joins the company from Bacardi where she acted as marketing manager for the group’s whisky portfolio, with responsibility for expanding Dewar’s Scotch whisky into global travel retail.

Prior to this, Richardson spent five years at Pernod Ricard, working in marketing roles across the portfolios of Malibu, Jameson, Ballantine’s, Chivas and Beefeater.

She also spent several years working in international commercial roles at Edrington and Suntory.

In her new role at UK drinks group Quintessential Brands, Richardson will oversee the entire Greenall’s portfolio.

“We are thrilled to welcome Joanna to the Quintessential Brands team,” said Lizzy Johnson, global brand and marketing director at Quintessential Brands Company.

“Joanna’s expertise in growing brands to scale alongside her experience with heritage brands will make her integral to the cultivation and evolution of the Greenall’s brand.”

Last month, Quintessential Brands launched a North America Division as it seeks to drive key brands with “multi-million dollar” sales and marketing investment.