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Brown-Forman appoints emerging markets leader

Michael Masick will become president of Brown-Forman’s Emerging International division on 1 July, replacing Thomas Hinrichs.

Michael Masick has been part of Brown-Forman for more than 14 years
Michael Masick has been part of Brown-Forman for more than 14 years

The Emerging International division was created in 2020.

Masick will lead the long-term strategy and drive growth in the company’s Emerging International markets, which include Latin America, Asia, Australia, Pacific Islands, New Zealand, India, the Middle East, Ukraine, the Commonwealth of Independent States (CIS), Africa and global travel retail.

He has worked for Brown-Forman for more than 14 years, most recently as managing director for Latin America, Africa, Ukraine and the CIS.

Brown-Forman said that Masick played a key role in acquiring Slane Irish Whiskey, The GlenDronach, Benriach, and Glenglassaugh.

“Michael is well-versed in corporate, brand, and business strategy and is an exceptional strategic thinker. With his strong commercial and financial acumen and proven ability to navigate complexity and uncertainty, Michael exemplifies outstanding business leadership,” said Lawson Whiting, president and CEO of Brown-Forman.

“Michael is a passionate advocate for our people and culture. I look forward to working closely with him to grow our brands and business in the Emerging International markets.”

Thomas Hinrichs will retire from Brown-Forman from 30 June

Hinrichs will retire from Brown-Forman after 28 years with the business. He joined the company in 1996 and has served in a number of executive positions, including executive vice-president of Emerging International and vice-president and managing director for Greater Europe.

“Thomas has been an invaluable asset to Brown-Forman’s global expansion, leaving a positive mark on countless people and places. His influence spans nearly three decades and will undoubtedly propel our continued growth long after his tenure,” said Whiting.

“There are numerous leadership traits for which Thomas will long be remembered. He has made a lasting impact on Brown-Forman’s business and culture through his thoughtful and inclusive presence, generous and kind spirit, deep commercial acumen, and resounding commitment to the company’s success.”

Brown-Forman slashed its sales forecast for the full fiscal year in its half-year results in December.

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