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Bacardi appoints new managing director

Grey Goose owner Bacardi has named Luiz Schmidt as its new managing director in Australia and New Zealand.

Luiz Schmidt was previously regional marketing director for Bacardi Latin America and the Caribbean

Schmidt will return to the region from Panama, where he previously held the role of regional marketing director for Bacardi Latin America and the Caribbean.

He has experience as a fast-moving consumer goods marketing professional, with more than two decades of international experience in sales, marketing and leadership roles.

Schmidt commented: “I’m excited to lead our talented organisation in Australia and New Zealand.

“These markets are one of the most developed and attractive premium spirits markets in the world, offering Bacardi a tremendous opportunity to accelerate the growth of our iconic brands in close partnership with our customers and consumers.”

As regional marketing director in Latin America and the Caribbean, Schmidt ‘transformed’ the region’s marketing and commercial execution functions.

He increased the market share for brands including Patrón and Bombay Sapphire, and co-led the drinks group’s transformation in Mexico, including the launch of Bacardí Mango Chile.

Vijay Subramaniam, Bacardi regional president for Asia, Middle East & Africa and global travel retail, said: “The appointment of Luiz Schmidt as our new managing director marks an exciting chapter for Bacardi in Australia and New Zealand,” said Subramaniam.

“Thanks to his extensive international experience leading both developed and emerging markets with the company and more broadly within the industry, Schmidt brings a deep and nuanced understanding of the global premium spirits market.”

Schmidt will focus on expanding Bacardi’s market share, portfolio footprint, and driving sustainable growth in the region.

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