The rum giant and Patron tequila owner confirmed today that Branson has moved from GM of Bacardi Canada to the role of North America commercial MD. Reporting in to regional president Tony Latham, Branson will be responsible for “delivering on the commercial plans for North America as well as maintaining strong relationships with distributor partners and key customers to expand the company’s presence and growth in the market”.
Details of who he has replaced were not immediately available.
Branson’s career in beverage alcohol dates back to 2011, when he joined Anheuser-Busch InBev as regional VP in Canada. Two years later, he switched to Stoli Group before joining Bacardi in 2015 as MD of US sales based in Florida. His time with the group was interrupted by two-and-a-half years at Southern Glazer’s Wine & Spirits from 2019 to late 2021, when he was senior VP of sales for the distributor’s Bacardi-dedicated division for the continent.
“Jeff has the … industry relationships that are so critical to inspiring teams and building lasting partnerships in North America – a must win market in the spirits world,” said Latham. “His track record at Bacardi, and within the industry, has established him as a trusted leader … .”
Late last year, Bacardi strengthened its Irish whiskey foothold by raising its holding in Teeling Whiskey Co to a majority control level.
