Global rums brief for 'inspiring' Ivanov

FRIDAY, NOV. 2: Bacardi Limited has named Dmitry “Dima” Ivanov as its new senior global category director of rums.

Mr Ivanov, 36, will be responsible for developing the global marketing vision and premium positioning of the Bacardi portfolio of rums including the iconic and namesake BACARDÍ rum brand.

He will be based in London and is tasked with taking the rums category forward, including all brand equity, architecture, positioning, advertising, brand communications, packaging, and strategic direction. Mr Ivanov was managing director for the country operations of Bacardi in Russia, and under his leadership the Bacardi brands experienced tremendous growth. BACARDÍ rum is the fastest-growing rum brand in Russia — a notable achievement in a vodka-dominated marketplace.

Ed Shirley, president and chief executive officer of Bacardi Limited, which has its global headquarters in Bermuda, said in a press release: “Dima brings a special passion to the BACARDÍ rum brand and the organization as a whole with his industry knowledge and an entrepreneurial leadership style that delivered growth in one of the industry’s hottest emerging markets.

“He understands how to manage premier brands and is the kind of engaging and inspiring executive that will take the Bacardi brand to a new level of excellence.”

Before starting his Bacardi career in 2005, Mr Ivanov worked for Red Bull Russia as Marketing Director, as well as holding various marketing and brand management roles with Pepsi Bottling Group Russia and Procter & Gamble Russia.

With a strong resume behind him, he is now determined to use his experience to repeat his success in his new role at Bacardi. He said: “The global rum category is extremely dynamic and Bacardi is a global leader.

“With the launch of BACARDÍ OakHeart and recent flavour innovations, consumers are turning more and more to the great tastes in the Bacardi rum portfolio.

“We have tremendous opportunities to grow our global rum business.”

“Having built a strong, results-driven marketing and operational team in Russia with exceptional brand growth and successes, I look forward to achieving the same accomplishments in this new global role.”