Bomhard joins Bacardi from Kraft Foods where he was president for Kraft’s European coffee business, based in Zurich. He will join Bacardi on October 1 and will be based in Geneva, Switzerland. Bomhard will also be a member of the Bacardi Leadership Team.

Prior the takeover of Cadbury by Kraft Foods in Spring 2010, Bomhard was chief commercial officer for Cadbury, with worldwide responsibility for the marketing, category and sales functions of the chocolate, gum and candy brands, a position he held since 2009.  

Bomhard succeeds Robert Furniss-Roe, who assumed interim responsibility for Europe, Middle East & Africa as regional president in May 2010 in addition to his duties as Bacardi Limited vice president of corporate planning and communications.