International spirits firm Bacardi—greatest recognized for its white rum—is having a reshuffle throughout a few of its management roles and among the many adjustments would be the appointment of the primary girl to steer the corporate’s journey retail enterprise as world managing director.

Leila Stansfield. at the moment the on-trade gross sales director for Bacardi UK & Eire, will tackle the brand new position from January 2023. The incumbent, London-based Vinay Golikeri, is transferring out of journey retail, after greater than a decade within the channel, to tackle the place of managing director for India and neighboring international locations. Golikeri replaces Sanjit Singh Randhawa who will likely be transferring to Dubai to develop into director of exterior affairs for Asia Center East & Africa and world journey retail.

India and america are the 2 largest world markets for whisky—a spotlight class for Bacardi. In India, the spirit will see quantity development of 23% between 2021 and 2026 in accordance with drinks analyst IWSR.

College of Cambridge-educated Stansfield has earlier—although short-lived—expertise of the journey retail channel having held high-level roles akin to finance director (from 2015 to 2016) and advertising and marketing director (from 2016 to 2017). Maybe extra importantly, she has had senior posts in technique improvement, reporting on to the CEO of Bermuda-headquartered Bacardi, an organization through which she has labored for 12 years.

Stansfield’s wider expertise in ahead strategic planning will doubtless be related to the journey retail channel because it comes out of a really deep trough, with shakeouts and a few consolidation inevitable. For instance, airport retailer Dufry is merging with Autogrill, and spirits manufacturers are scrambling for passenger consideration now that journey numbers are rising shortly after Covid. Stansfield stated that after again in journey retail subsequent yr she would ship “mutually helpful methods for development with retail companions.”

A wine and spirits rebound

After two years of contraction, the liquor enterprise in journey retail has seen a robust rebound this yr for Bacardi’s rivals like Diageo, Pernod Ricard and Brown-Forman
. Bacardi, the most important privately assist spirits firm on this planet, stays tight-lipped about its monetary efficiency however it has ramped up its airport promotional exercise this yr, and can proceed to take action within the coming months, within the essential run-up to Christmas.

For instance, for 3 months from July to September, Bacardi ran a pop-up whisky emporium at Istanbul Airport in partnership with Gebr. Heinemann and three way partnership companion Unifree Responsibility Free. The venue showcased manufacturers like Dewar’s and the only malts Aberfeldy, Craigellachie, Glen Deveron and Royal Brackla, full with vapor infusion jars and a wax-dipping service.

A time of transformational alternative”

Commenting on the manager rejigs, Vijay Subramaniam, Bacardi’s regional president for Asia, Center East and Africa and for world journey retail, stated: “Vinay has performed a pivotal position in creating our world journey retail enterprise. The previous few years have been notably tough for this channel, and Vinay has efficiently navigated the challenges of the pandemic. Leila brings helpful industrial acumen from throughout our enterprise. This can be a time of transformational alternative for world journey retail… and she’s going to maximize strategic brand-building and industrial alternatives.”

Bacardi, the most awarded rum model in historical past, additionally has power in premium gin with Bombay Sapphire
, the primary gin in journey retail in 2021 (by worth), and in super-premium vodka with the model Gray Goose, which grew by 68% final yr (supply: IWSR).

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