Pernod Ricard appoints new Absolut marketing chief

The Absolut Company has appointed Jonas Tåhlin to the role of vice president global marketing. 

He is to be responsible for brands such as Absolut vodka, Malibu rum and Kahlua coffee liqueur. Tåhlin succeeds Anna Malmhake, who earlier this year was appointed CEO of Irish Distillers, a subsidiary of the Pernod Ricard group.

Most recently Tåhlin was responsible for developing The Absolut Company’s new Brand Development organisation, stationed in London.

Philippe Guettat, CEO at The Absolut Company said: “I am pleased Jonas Tåhlin is taking over the role of VP Global Marketing for The Absolut Company. With his experience of working with the Group’s strong distribution network he has an ideal background for leading the development of our global brands.”

Absolut, Malibu and Kahlua are three of Pernod Ricard’s strategic brands, with distribution in more than 150 markets. Absolut is the group’s largest brand with a volume of 11 million 9-litre cases. In the last financial year, Malibu reached a volume of 3.5 million 9-litre cases and Kahlúa had sales of 1.7 million 9-litre cases.