US spirits company Brown-Forman has restructured its international business, placing Global Travel Retail within a newly created Emerging International arm that also includes Asia; Australia/New Zealand; Latin America; Russia; CIS; Turkey; India; the Middle East and Africa.
Thomas Hinrichs, already a member of the Executive Leadership Team (ELT) as President, International Division is named President of Emerging International.
Marshall Farrer, currently Vice President, Managing Director of Global Travel Retail, becomes President of the newly formed Brown-Forman Europe and joins the ELT. The changes are effective from 1 August.
Brown-Forman said that the creation of the two divisions is designed to unlock growth potential for markets, brands, and people.
“As we seek to deliver balanced geographic growth with competitive routes to consumers, we must have an agile and simplified organisational structure,” said Brown-Forman Corporation President and Chief Executive Officer Lawson Whiting. “Thomas and Marshall are innovative and resourceful leaders who reflect the values of Brown-Forman.”
Hinrichs has 23 years of experience at Brown-Forman with deep knowledge of what it takes to drive growth in emerging markets, the company said. “He is highly valued for his global mindset and strategic focus and commitment to culture and engagement,” Brown-Forman added.
Hinrichs began his career at Brown-Forman in 1996 as Marketing Manager for Germany. In 1999 he was promoted to Vice President, Director for Germany, Austria, Switzerland, and Denmark. In 2002, he became Regional Director for Germany and in 2005 he was named Managing Director of Central Europe. He also served as Senior Vice President, Managing Director of Europe. Earlier he was President of Europe, North Asia and Australia, New Zealand, and South East Asia regions.
Farrer, much-respected in the travel retail channel, where he has led Brown-Forman with distinction since 2015, brings 22 years of experience to his new role as a proven leader of regions and brands, the company said, most recently leading Developed APAC and Global Travel Retail. He brings a unique perspective to both Europe and the ELT as a member of the Board of Directors and as a Brown family shareholder, Brown-Forman added.
The Europe Division includes UK/Ireland; Germany/Czechia; France/Spain/Portugal; Poland; and the greater Europe markets that make up Developing Europe.
Brown-Forman’s portfolio includes Jack Daniel’s Tennessee Whiskey, Finlandia, Woodford Reserve, Canadian Mist, Herradura, BenRiach, GlenDronach and Slane.
