Helms takes over from Tim Young and Jeannine Wise, who will move to other responsibilities. Young is now marketing director for B-F’s interests in India/Middle East/Africa and the Caribbean/Central and South America.  Wise will continue to expand the company’s focus on retail partners around the world as customer marketing director for GTR.  

Helms joined B-F in 2014 serving as North American marketing director for Finlandia Vodka and Chambord before taking on the role of global brand director for Jack Daniel’s Tennessee and Fire. Prior to B-F, Helms held marketing positions with Anheuser-Busch, Diageo, Coca-Cola North America, and L’Oreal. He lives in Louisville, Kentucky.

Brown-Forman  brands include Jack Daniel’s Tennessee whiskey, Jack Daniel’s Tennessee Honey, Finlandia, Jack Daniel’s & Cola, Canadian Mist, Korbel, Gentleman Jack, el Jimador, Herradura, Sonoma-Cutrer, Chambord, New Mix and Woodford Reserve. B-F has nearly 4,200 employees and the brands are sold in approximately 160 countries worldwide, it says.