Vinay Golikeri named Bacardi Global Travel Retail Managing Director replacing Mike Birch

Vinay Golikeri: “A blend of commercial, operational and marketing acumen coupled with a passion for creating win-win relationships.’’Vinay Golikeri has been promoted to Managing Director at Bacardi Global Travel Retail (GTR). Golikeri has been with Bacardi for over 16 years, most recently as GTR Commercial Director, a position he assumed in November 2017.

Golikeri assumes the GTR reins from Mike Birch, Managing Director & Vice President – Global Travel Retail and Commercial Development. As reported, Birch assumed additional responsibilities in spring 2018 as Vice President Digital Commerce.  Having managed that role in tandem with leading the GTR business, Birch will now focus entirely on Bacardi’s burgeoning digital commerce activities.

Bacardi said that the changes were underpinned by a strong commitment to GTR and a desire to further build the company’s expertise and consistent relationships with partners in the channel.

Voice of experience – and engagement

Golikeri has been on the Bacardi Global Travel Retail leadership team since 2011, initially as Marketing Director where he contributed to a significant pipeline of product innovation and what the company called “a step-change in shopper engagement”. In 2016, he became Regional Director, Bacardi Global Travel Retail – Asia Pacific, Middle East & Africa, achieving strong performance underpinned by insight and understanding of emerging market travellers before taking on the role of GTR Commercial Director.

The highly regarded Mike Birch moves on from travel retail to focus on Bacardi’s burgeoning digital commerce business.

Golikeri will remain based in Dubai and report to Maurice Doyle, President – Incubation Brands and Global Commercial Development, himself a 19-year veteran with Bacardi.

Doyle commented, “Mike’s tenure in Global Travel Retail is something we are very proud of, for his partnership approach in delivering sustained growth of our business coupled with impactful traveller engagement plans. We wish Mike every success in his new role.

“Over the past 18 months as Commercial Director GTR, Vinay has worked very closely with Mike and me to make this planned transition. I’m confident that with Vinay’s experience and leadership, Bacardi will reinforce our consistent commitment and partnership approach in GTR. Vinay brings a blend of commercial, operational and marketing acumen coupled with a passion for creating win-win relationships.’’

Golikeri commented: “I would like to thank Mike for his immense contribution to Bacardi Global Travel Retail. GTR is an incredibly exciting and dynamic opportunity with a unique commercial and brand-building focus.

Maurice Doyle: “With Vinay’s experience and leadership, Bacardi will reinforce our consistent commitment and partnership approach in GTR.”

“Bacardi has a strong commitment to GTR and the perfect portfolio for the international traveller. It is a real privilege to lead the highly talented and experienced team at Bacardi GTR.  I look forward to continuing working together with our retail partners to deliver world-class plans and mutual success.’’

Comment: Mike Birch’s move to a pure digital commerce role means the departure of one of travel retail’s most committed, innovative and engaging drinks executives. But through the promotion of Vinay Golikeri, the company is maintaining continuity while also recognising an individual known for his in-depth understanding of the travelling consumer – particularly those from key emerging markets – and his marketing and innovation savvy.

His focus on shopping engagement has found voice in a strong innovation pipeline, particularly for Dewar’s and Bacardi GTR’s fast-rising single malts portfolio, notably Aberfeldy – the fastest-growing single malt in travel retail’s top 15 over the last five years*. He has also played a key role in some of Dewar’s prime experiential and immersive innovations and high-profile Grey Goose holiday promotions among others.

*Source: IWSR

Footnote: Click here to read The Moodie Davitt Report’s recent interview with Bacardi CEO Mahesh Madhavan, Mike Birch and Maurice Doyle.

The Bombay Sapphire ‘Glasshouse’ at Amsterdam Airport Schiphol is just one of many consumer-engagement projects that Golikeri has been involved in.
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