Lee Applbaum: “I look forward to a dynamic exchange of ideas, expertise, and experiences between the two brand teams.”

Patrón Spirits Global Chief Marketing Officer (CMO) Lee Applbaum has taken on the added responsibility of CMO for Grey Goose, Bacardi has announced.

In his new role heading up marketing for Grey Goose, Applbaum will be responsible for developing the global marketing vision and premium positioning for the super-premium vodka.

Brand owner Bacardi said that Applbaum would be tasked with driving Grey Goose’s global strategy in areas including brand equity, architecture, positioning, advertising, creative, brand communications, experiential, packaging, and strategic direction on new product development and innovation.

Applbaum will report to Bacardi Limited Chief Executive Officer Mahesh Madhavan and be based in Bermuda, subject to approval from the Bermuda Immigration department.

He will also spend time at the Patrón office in Dallas, as well as in the Bacardi offices of Coral Gables and London, among others.

Madhavan said: “Much of Lee’s focus with Patrón tequila has been on building world-class assets to communicate the brand’s rich artisanal story. I look forward to Lee bringing his creativity, ideas, and talent to Grey Goose as the two brands are both category leaders.

“One of the greatest benefits of our recent acquisition of Patrón Spirits has been the merging and sharing of talent. It was always about more than just the liquid. These were the types of synergies that we were looking for when we acquired Patrón Spirits earlier this year.”

Commenting on his expanded role, Applbaum said: “Grey Goose and Patrón are two iconic brands that stand alongside each other behind some of the best bars in the world. We can learn a lot from each other, and I look forward to a dynamic exchange of ideas, expertise, and experiences between the two brand teams.”