Based at the Bacardi Americas headquarters in Coral Gables, Florida, Perego replaces Rich Andrews who was recently named managing director of Bacardi operations in the UK & Ireland.

From July 9 Perego will be responsible for all operations and strategy for the entire Bacardi portfolio of spirits in the region, which consists of 19 countries.

Perego was most recently chief operating officer for Campari North America.

He started his career 22 years ago at Gruppo Campari and since then has held a variety of marketing, commercial and executive management positions within the group including managing director of the South America business.

According to Bacardi, he has experience in strategy and commercial operations in developing markets and oversaw rapid growth in markets such as South America, Europe, the Caribbean, central America and the Middle East.

Ed Shirley, president and CEO of Bacardi, said: “With more than twenty years in the spirits business, Paolo brings deep industry knowledge in the commercial and brand marketing sides of the business. His expertise in global and regional marketplaces will have a tremendous impact in the growing and dynamic Latin American region.”

Perego said: “While all eyes are on Brazil, the entire Latin American region continues to be a huge area of growth and opportunity for Bacardi. I look forward to further develop our portfolio of leading and innovative brands, enhance our creative campaigns and accelerate our impressive growth.”