Andy Gibson named president of Bacardi Global Brands

MONDAY, FEB. 4: Andy Gibson has been named chief marketing officer of Bacardi and president of Bacardi Global Brands.

Mr. Gibson will be responsible for the overall leadership and strategic direction of the Bacardi’s portfolio of premium spirits brands.

He also will serve as a member of the Bacardi Leadership Team and report to Bacardi Limited president and CEO Ed Shirley. Mr. Gibson joins Bacardi in late April and will be based at the Bacardi Global Brands headquarters in London.

Mr Shirley said: “Andy’s proven track record of accomplishment is based on a great marketing and brand-building foundation. His experience, depth of industry knowledge and proven leadership ability will be strong assets, as we broaden the awareness of our family of iconic Bacardi brands, further expand market opportunities and, ultimately, drive growth.”

Most recently, Mr Gibson served as CMO for Carlton United Brewers Australia’s leading brewer — part of Foster’s Group Limited - with a market share of more than 45 per cent in the beer category.

At CUB, he oversaw the strategic reframing of Australia's biggest beer brand Victoria Bitter to turn a decade of decline back into growth over the first quarter of its implementation.

Before CUB, he worked for Diageo for 13 years in a series of general management and marketing leadership positions on five continents.

Mr Gibson said: “The brands in the Bacardi portfolio are all category leaders with amazing authenticity that really connects with consumers. Joining Bacardi is a brand marketer’s dream job. I look forward to engaging consumers in new brand experiences while driving the enviable Bacardi portfolio of more than 200 brands and labels to new levels of growth.”

Mr. Gibson succeeds Ms. Silvia Lagnado, who left Bacardi at the end of 2012.