Bacardi poaches Diageo high flyer

Bacardi has announced the appointment of Ron Anderson as senior vice president and chief commercial officer.

The largest privately held spirits company in the world, says Anderson’s appointment is to further develop commercial capabilities of its portfolio of premium spirits.

The 56-year-old will focus on enhancing sales force capabilities, commercial effectiveness and implementing more robust go-to-market programmes. He will be tasked to provide leadership support to the regions and help identify capabilities to strengthen Bacardi’s commercial operations. Anderson will also serve as head of Global Travel Retail and a member of the Bacardi Leadership Team. The appointment takes effect August 1.

Anderson brings more than 30 years experience in consumer goods, with 25 years in the spirits industry. He most recently served as chief customer officer for Diageo where he led a sales organisation globally and focused on programmes to drive revenue and margin expansion.

During his tenure at Diageo, he also led the Global Duty Free business and focused on the premiumisation of brands. Previously, he held roles of executive vice president of commercial strategy for the Diageo North America business and served as president of the southeast region. In addition, he held various general management roles in developed and emerging markets.

“This role is designed to further give Bacardi a leading edge in executing with excellence with customers globally in both the on and off-trade,” said Ed Shirley, president and CEO of family-owned Bacardi Limited. “With his history dedicated to premium spirits and packaged goods, Ron’s background will help further enhance our commercial sales capabilities globally."

“I look forward to working with the team at Bacardi. The sales force Bacardi has in both its core and emerging markets built a strong foundation and I look forward to helping take the portfolio of iconic brands to new levels globally,” said Anderson.

Anderson will be based in the Bacardi corporate global headquarters in Bermuda, pending government approvals, and will report to Shirley.