Bacardi, the world’s largest privately held worldwide spirits firm, proclaims international appointments to 2 of its main manufacturers.
Roberto Ramirez Laverde strikes from main BACARDĺ® rum to the open position of International SVP PATRÓN® and Agaves and the corporate welcomes trade veteran Pedro Mendonça to the position of International SVP BACARDÍ and Rums.
Roberto Ramirez Laverde takes on the agave class, together with tequilas PATRÓN and CAZADORES, together with ILEGAL MEZCAL, following eight years with the corporate rum, most not too long ago main BACARDÍ rum model on the international stage.
Throughout his tenure, he performed a key position in elevating the BACARDÍ model, driving cultural partnerships with music artists, strengthening the “Do What Strikes You” platform, and increasing the Prepared-to-Drink portfolio. He additionally led the premiumization of aged rums and helped form BACARDÍ’s high-end choices. Beforehand, he led Rums for Latin America and Caribbean Area, and labored throughout manufacturers, together with PATRÓN® Tequila, as Advertising and marketing Director for his homeland of Mexico.
Roberto is a multi-awarded marketer whose accolades embody “1 of the ten most Efficient Entrepreneurs in Latin America” and “Finest Regional Marketer in Latin America” by Adlatina, an AdAge companion. Roberto stays based mostly in Bermuda.
“All through my profession, I’ve had the privilege of constructing iconic manufacturers and dealing with high-performing groups. These experiences have enriched my information throughout cultures and industries, getting ready me for the challenges forward,” says Roberto Ramirez Laverde.
“I’m genuinely excited and grateful to step into my new position to guide PATRÓN – the main ultra-premium tequila model. As a proud Mexican, I can’t wait to share the wealthy heritage and keenness of our tradition with the world.”
Pedro Mendonça joins Bacardi with over 30 years of spirits trade expertise, having constructed a profitable profession at Diageo, the place he led groups throughout Latin America, Asia Pacific, and international markets. All through his profession, he has labored throughout a number of classes, together with rums, vodkas, whiskies, and ready-to-drink drinks.
Famend for his experience in artistic transformation, digital technique, and omnichannel progress, Pedro has performed a key position in driving luxurious phase success and remodeling manufacturers into market leaders. His achievements embody establishing an innovation hub in Asia Pacific, incomes him recognition as certainly one of PRovoke Media’s Prime 25 Innovators within the area.
His passionate, artistic and purposeful model constructing goes alongside a pure capacity for shaping future, crafting alternatives, and constructing alignment.
Along with his spirits expertise, he understands seize shoppers’ consideration by way of leisure and programming having labored at HBO, Cinemax and Sony Channel. Pedro brings a worldwide view to the position, having lived in The Netherlands, Singapore, South Florida, Brazil, Mexico, Venezuela and his dwelling nation of Portugal. Pedro shall be based mostly in London.
“I’ve been moved and impressed by the humanity and deal with folks that’s mixed with a ardour for drinks tradition and types with magic,” says Pedro Mendonça about becoming a member of Bacardi.
“That is the proper mixture to make moments matter and create legacy past our time. I’m proud to be becoming a member of Bacardi and calling it my new dwelling.”
Appointments are efficient instantly and each Roberto and Pedro report back to Chief Advertising and marketing Officer Ned Duggan.
About Bacardi Restricted
Bacardi Restricted, the world’s largest privately held worldwide spirits firm, produces, markets, and distributes spirits and wines. The Bacardi Restricted portfolio includes greater than 200 manufacturers and labels, together with BACARDÍ® rum, PATRÓN® tequila, GREY GOOSE® vodka, DEWAR’S® Blended Scotch whisky, BOMBAY SAPPHIRE® gin, MARTINI® vermouth and glowing wines, CAZADORES® 100% blue agave tequila, and different main and rising manufacturers together with WILLIAM LAWSON’S® Scotch whisky, D’USSÉ® Cognac, ANGEL’S ENVY® American straight whiskey, and ST-GERMAIN® elderflower liqueur. Based greater than 162 years in the past in Santiago de Cuba, family-owned Bacardi Restricted at present employs greater than 8,000, operates manufacturing services in 11 nations and territories, and sells its manufacturers in additional than 160 markets. Bacardi Restricted refers back to the Bacardi group of firms, together with Bacardi Worldwide Restricted. Go to www.bacardilimited.com or observe us on LinkedIn and Instagram.
