Vestbirk has been promoted from his current job as Stolichnaya’s global brand director. He will continue to lead the development of Stolichnaya Premium Vodka and Elit by Stolichnaya around the world.

Vestbirk is a drinks industry veteran, with more than nine years’ experience in international spirits brand management. Previously he has held various marketing roles with Belvedere Group among other handling Danzka Vodka globally.

Joining SPI Group in 2012 as global marketing manager, he progressed to global brand director, leading the global brand strategy. His highlights are said to include the launch of The Vodka Campaign the Stoli Night Limited Edition programme and implementing a globally consistent BTL strategy.

Stoli CEO Rob Cullins said: “Lars has done an outstanding job in leading the Stolichnaya brand platform over the past few years. I’m very pleased to recognise his efforts and contributions to the group, by having him lead our international markets’ brand strategies and marketing resources.”

The Stoli Group is part of the SPI Group, headquartered in Luxembourg, with operational business units across four continents and distribution in 175 countries.