Alex Tomlin Named To Top Marketing Role At Bacardi North America

Industry veteran Alex Tomlin has been named senior vice president, marketing at Bacardi North America, a newly created role and the top marketing post within the company’s U.S. business. Tomlin now reports directly to Bacardi Ltd CMO John Burke, with “a dotted line” to Bacardi North America president Pete Carr, the company confirmed to SND.

Tomlin spent 23 years at Diageo, culminating as senior vice president, marketing at Diageo North America. In 2018, he left to head up a new Signature Brands division at Grupo Cuervo subsidiary Proximo Spirits, overseeing a portfolio with revenues of more than $100 million. Most recently he’s served as a strategic marketing and innovation consultant.

This is the second major marketing appointment for Bacardi this year. In February, the company named Diageo veteran Kathy Parker as global CMO for the Patrón and Grey Goose brands. Among Bacardi’s key brands in the U.S., Bacardi rum increased 1.1% to 6.4 million cases last year, according to Impact Databank, while Grey Goose slipped 1.5% to 2.2 million cases. Tequila has been a significant growth area, with Patrón jumping 14% to 2.2 million cases and Cazadores up 14% to 492,000 cases.—Daniel Marsteller

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