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Mike Birch: To head Bacardi Global Travel Retail Division |
Mike Birch has been appointed as Managing Director of Bacardi Global Travel Retail. He will be based in London and begins his role on 1 May. He replaces Andrew Carter who is leaving for a senior post with Treasury Wine Estates.
Birch is currently Global Sales Leadership Director for Bacardi Limited and was previously Sales Director for the UK and Commercial Director for Ireland.
In his 15-year career with the privately owned spirits company, he has helped create “a more efficient and effective sales operation, strengthening customer partnerships and, most recently, developing a step-change in shopper marketing,” according to the company.
Before joining Bacardi, Birch worked for Coca-Cola and Virgin in various sales, marketing and operations roles.
Bacardi said: “Mike will now lead the Bacardi Global Travel Retail team, working closely with key customers to create innovative, brand-building experiences which will continue to drive demand from travellers and deliver on its vision of making Bacardi the fastest growing premium spirits company in the travel retail industry.”
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