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Grey Goose name new global marketing VP
Bacardi-owned Grey Goose Vodka has promoted Aleco Azqueta to the role of vice-president (VP), global marketing.
Azqueta previously served as Grey Goose’s North America VP of marketing and has 20 years of experience in the spirits industry, with half of that time spent at Bacardi.
He takes over the role from Martin de Dreuille, who will move to business unit director, France.
The changes will be effective from 1 October.
Azqueta said: “I am thrilled for the opportunity to help Grey Goose reach new heights and strengthen its status as a global icon.
“In this next phase of my tenure, I hope to continue to build the brand through culture, tapping into consumer insights to develop disruptive marketing strategies that further propel Grey Goose into the zeitgeist. Just as it has led the way in setting the standard for taste and quality, we similarly aim to lead as the go-to choice for every stylish and elevated occasion.”
Azqueta will report to Barcardi’s global chief marketing officer, Ned Duggan, and will join the company’s global marketing leadership team. His base will be at the company’s global headquarters in Bermuda, which is pending approval by the Bermuda Immigration Authority.
On the leadership reshuffle, Duggan added: “Aleco’s consumer-focused mindset drives winning programmes that generate buzz and build long-term value.
“In the ever-changing marketing landscape, Aleco has jumped at the opportunity to embed the brand in culture, leading with the same bold and innovative spirit that has been core to Grey Goose since the brand’s inception over 27 years ago.”
It’s been an active year for French vodka – which was the seventh biggest-selling vodka brand in The Brand Champions 2024 report.
The vodka recently released an ultra-premium expression, Altius, partnered with actor and DJ Idris Elba and also sponsored the US Open as the tennis tournament’s official vodka.
SB recently spoke with Azqueta about the brand’s Honey Deuce cocktail, which is unique to the US Open. The serve sold 556,000 glasses at the tournament this year.
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