Bacardi appoints Ignacio Vázquez Guerra as new Business Unit Director for Spain

Vázquez will now be primarily responsible for commercial operations and driving the growth of the company’s brands.

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Bacardi has just appointed Ignacio Vázquez Guerrera as its new Business Unit Director for Spain. In this position, he will continue to drive the growth of spirits brands such as Bacardi rum, Martini vermouth, Bombay Sapphire gin and Grey Goose vodka.

Ignacio joined the company ten years ago, most recently as Global Marketing Director of the Travel Retail division, based in London. He is now returning to Spain after 18 years working outside the country. Returning to Spain to lead Bacardi’s commercial business is like a dream. I am looking forward to working directly with our business partners to achieve long-term growth for both their businesses and ours.’

The new director’s short and long-term goals include ‘reviving the aperitif drinking moment; growing the premium portfolio in response to the consumer trend of choosing quality over quantity; and continuing to grow our share of the premium spirits market’.

Until now, general management of the Iberia and Greece businesses had been in the hands of Amanda Almond, who over the course of her four years in the role grew the company’s market share from fourth to third place. Almond has now been appointed CEO of Bacardi in Northern Europe, including the UK, Ireland, Dachau and the Netherlands.