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Bacardi appoints Tequila and rum heads

Family-owned spirits group Bacardi has appointed global senior vice-presidents (SVPs) for its agave and rum divisions.

Roberto Ramirez Laverde Bacardi
Roberto Ramirez Laverde has spent eight years with Bacardí

Roberto Ramirez Laverde, who previously led Bacardí rum, will now take on the role of global SVP of Patrón and agaves. His remit will also include the Cazadores Tequila and Ilegal Mezcal brands.

During his tenure with Bacardí, he led the team responsible for collaborations with musicians, such as Camila Cabello, and the ‘Do What Moves You’ platform.

He was also ‘instrumental’ in the launch of the brand’s ready-to-drink collaboration with Coca-Cola.

Ramirez Laverde said: “Throughout my career, I’ve had the privilege of building iconic brands and working with high-performing teams. These experiences have enriched my knowledge across cultures and industries, preparing me for the challenges ahead.

“I am genuinely excited and grateful to step into my new role to lead Patrón – the leading ultra-premium Tequila brand. As a proud Mexican, I can’t wait to share the rich heritage and passion of our culture with the world.”

Pedro Mendoca Bacardi
Pedro Mendonça previously worked for Diageo

Pedro Mendonça has also joined the firm as global SVP of Bacardí and rums.

He has more than 30 years of experience in spirits, with a career at Diageo leading teams in Latin America, Asia Pacific and globally. He has worked across spirit categories.

He said: “I have been moved and impressed by the humanity and focus on people that is combined with a passion for drinks culture and brands with magic.

“This is the perfect combination to make moments matter and create legacy beyond our time. I am proud to be joining Bacardi and calling it my new home.”

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