Bacardi’s new managing director ANZ, Luiz Schmidt, is an internal appointment with Schmidt currently regional marketing director for Latin America and the Caribbean.
Bacardi said Schmidt had “established a reputation for outstanding long-term strategy development, new product development, team building, innovation, and growth within the global premium spirits market, both in developed and emerging markets”.
Bacardi Regional President for Asia, Middle East & Africa and Global Travel Retail, Vijay Subramaniam, said Schmidt was “uniquely and abundantly” qualified for the role.
“Thanks to his extensive international experience leading both developed and emerging markets with the company and more broadly within the industry, Schmidt brings a deep and nuanced understanding of the global premium spirits market,” Subramaniam said.
Schmidt as more than 20 years international experience in sales, marketing, and leadership roles worked for companies such as Brown-Forman and Edrington in Australia, USA, Brazil, Mexico and Latin America.
Schmidt said, “I’m excited to lead our talented organisation in Australia and New Zealand. These markets are one of the most developed and attractive premium spirits markets in the world, offering Bacardi a tremendous opportunity to accelerate the growth of our iconic brands in close partnership with our customers and consumers,” says Schmidt.
Bacardi said that in his current role, Schmidt transformed the region’s marketing and commercial execution functions.
“He significantly increased market share for brands including Patrón and Bombay Sapphire, and co-led Bacardi´s marketing transformation in Mexico, including the successful launch of Bacardi Mango Chile – now Mexico’s leading flavoured spirit,” the company said.
As MD ANZ he will oversee sales, marketing, finance, and supply chain functions as well as leadership in continuing to craft the company’s culture. Bacardi’s ANZ business has been ranked as a Great Place to Work in Australia.
He will also focus on accelerating the strength of the company’s portfolio of premium brands, expanding its market share and portfolio footprint while continuing to drive sustainable growth in the region. He will be based in Sydney.
Bacardi is the largest privately owned spirits company in the world. Its portfolio has more than 200 brands and labels, including Bacardi rum, Grey Goose vodka, Patrón tequila, Dewar’s Blended Scotch whisky, Bombay Sapphire gin, Martini vermouth and sparkling wines, and Cazadores 100 per cent blue agave tequila.
It was founded 161 years ago, employs around 9000 people, has production facilities in 10 countries, and sells in more than 160 markets.
