UK-based spirits group Drinksology Kirker Greer has added Bacardi’s former digital commerce VP & GTR MD to its board of directors.
Mike Birch (below), who brought the curtain down on his 25-year career with the rum giant in July 2024, has been appointed as a non-executive director. The group, which comprises brand owner Kirker Greer Spirits, e-commerce & logistics unit Spiritly and design & innovation “studio” Drinksology Creative, positioned the move as a “statement of intent” to “accelerate its international growth strategy”.
Having joined Bacardi in the UK in 1998, Birch spent the next 12 years in-market before becoming global sales leadership director in 2010, for two years. Then, from 2012 to 2018, he headed up operations in global travel retail for the group, after which he led on digital commerce from the start of 2019 until his departure five-and-a-half years later.
“He [Birch] has operated at the highest level of the industry, leading global travel retail and digital commerce for one of the world’s largest spirits companies, and his experience aligns directly with our strategic priorities,” said DKG’s chief commercial & strategy officer, Ryan McFarland. “As we continue to grow our own portfolio, scale Spiritly, and deliver creative and commercial solutions for leading drinks brands, having Mike’s counsel in our boardroom is genuinely valuable.
“This marks the beginning of an important new phase for the group.”
Separately, Global Drinks Intel has learned that Ali Pickering, who joined DKG in September 2023 as CMO, left nine months ago after just two years with the company. Details about the departure of Pickering, who was with Molson Coors Beverage Co for 23 years previously, were not available.
Global Drinks Intel has contacted the Belfast-headquartered business for more information.
Among the brands in DKG’s owned portfolio are Kirker blended Irish whiskey, Bowsaw small batch bourbon and Ukiyo Japanese gin.
