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Bacardi Appoints First Female Leader to Run Global Travel Retail Business

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Bacardi, the global spirits company best known for its white rum, is making some leadership role changes. Appointed as managing director.

Layla Stansfield. Currently, Bacardi UK & Ireland Ontrade Sales Director will take up his new role from January 2023. Her London-based incumbent Vinay Golikeri is leaving Travel Her Retail after more than a decade with the channel. For the position of Managing Director in India and Neighboring Countries. Ghorikeri will succeed Sanjit Singh, who will be moving to Dubai, as he will succeed Randawa as Director of External Relations for his Travel Retail in Asia, Middle East, Africa and Global.

India and the United States are the two largest global markets for whiskey and are Bacardi’s hottest categories. In India, from 2021 to 2026, he expects spirits sales volume to grow by 23%, according to his IWSR, a beverage analyst.

Educated at Cambridge University, Stansfield has briefly held high-level roles such as Finance Director (2015-2016) and Marketing Director (2016-2017) in the Travel Retail Channel. I have experience with Perhaps more importantly, she holds senior positions in strategy development, reporting directly to her CEO of Bermuda-based Bacardi, where she has worked for 12 years.

Stansfield’s extensive experience in forward strategic planning may be relevant to the travel retail channel as it emerges from a very deep trough and shakeout and consolidation are inevitable. His Dufry, an airport retailer, has merged with his Autogrill, for example, and spirits brands are scrambling to grab the attention of passengers at a time when travel numbers are booming due to COVID-19. doing. Stansfield said that when Travel returns to his retail next year, he will offer “a mutually beneficial strategy for growth with his retail partners.”

Wine and Spirits Rebound

After two years of contraction, the travel retail liquor business has seen a strong recovery this year for Bacardi rivals such as Diageo, Pernod Ricard and Braun Forman.
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Bacardi, the world’s largest privately-backed spirits company, has remained tight-lipped about its financial performance, but has stepped up its promotional efforts at airports this year and plans to continue doing so in the coming months. Christmas.

For example, for three months from July to September, Bacardi partnered with Gebr to run a pop-up whiskey emporium at Istanbul Airport. Heinemann and his joint venture partner Unifree Duty Free. The venue featured brands such as Dewar’s and his single malt Aberfeldy, Craigellachie, Glen Deveron and Royal Brackla, with steaming jars and a wax dipping service.

A time of opportunity for change

Vijay Subramaniam, Bacardi’s regional president of Asia, Middle East, Africa and Global Travel Retail, said of the senior management’s departure: The past few years have been particularly difficult for the channel, but Vinay has weathered the challenges of the pandemic successfully. Layla brings valuable commercial insight from across our business. This is a transformative opportunity for global travel retail and she will maximize strategic brand building and commercial opportunities. “

Bacardi Most Award Winning Rum Brand Historically, it also has strengths in premium gin using Bombay sapphire
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the number one gin in travel retail in 2021 (by price), and super-premium vodka from brand Gray Goose, which grew 68% last year (source: IWSR).

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