Ex-Bacardi exec joins Kirker Greer
Belfast-based spirits company Drinksology Kirker Greer (DKG) has appointed Mike Birch, a former executive at Bacardi, as a non-executive director.
The new appointment is expected to strengthen Drinksology Kirker Greer’s board as the group accelerates its international growth strategy.
The group operates across three divisions: Kirker Greer Spirits, Spiritly, and Drinksology Creative, delivering brand creation, development, and commercial execution for both its own portfolio and an expanding roster of leading drinks businesses worldwide.
Birch’s appointment will strengthen board-level oversight across all three divisions.
Birch has more than 20 years of experience in senior commercial leadership within the global drinks market, including in premium brand building, global travel retail, and direct-to-consumer commerce.
Most recently, he held the positions of managing director at Bacardi Global Travel Retail and vice president of digital commerce at Bacardi Global, putting him at the forefront of key channels vital to DKG’s growth strategy.
Birch also boasts expertise in scaling e-commerce ecosystems and developing strategic relationships with leading travel retail operators such as Dufry, Heinemann, and DFS.
Birch commented: “DKG has built something genuinely differentiated, a platform that combines brand ownership, world-class creative capability, and direct consumer access under one roof. It is a compelling proposition in today’s drinks industry, and one I have seen very few businesses execute with this level of coherence.
“Spiritly, in particular, offers a strong solution for brand owners who understand where consumer commerce is heading but lack the infrastructure to get there.
“I look forward to supporting the group at the board level as it enters what I believe will be its most significant period of growth.”
Ryan McFarland, chief commercial and strategy officer at Drinksology Kirker Greer, added: “Mike’s appointment is a statement of intent. He has led global travel retail and digital commerce for one of the world’s largest spirits companies, and his experience aligns directly with our strategic priorities.
“As we continue to grow our own portfolio, scale Spiritly, and deliver creative and commercial solutions for leading drinks brands, having Mike’s counsel in our boardroom is genuinely valuable. This marks the beginning of an important new phase for the group.”
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