Bacardi appoints new European travel retail director

Bacardi has appointed a new European regional manager to its global travel retail (GTR) team.

Sam Pickard is taking over as director for Europe and advocacy at Bacardi Global Travel Retail after David Hughes, who held the role for four years, received a promotion to Nordics country manager within Bacardi's European domestic business. 

Sam joined the group in 2018 as international key account manager for Dufry and has worked closely with the Bacardi GTR European team, including on the implementation of Bacardi's digital strategy.

Of his new role, Sam said: "I'm thrilled to take up this opportunity to lead both the Bacardi travel retail business in Europe and our advocacy strategy, building on David's legacy. In this new era of travel retail, I believe there are huge growth opportunities for our retail partners and for Bacardi brands. 

"Working together, and playing to our mutual strengths, we can unlock the true power of omnichannel, by leveraging digital offerings at key touchpoints on the shopper journey and creating unforgettable in-store experiences, brought to life by our fantastic team of retail ambassadors."

Vinay Golikeri, managing director at Bacardi Global Travel Retail, said: "In the three years he has been with us, Sam has made an enormous impact both in terms of his team leadership, his understanding and travel retail dynamics, and his collaborative approach with our retail partners, notably in managing our relationship with Dufry.

"His promotion is a great example of Bacardi's commitment to creating talent development opportunities and I am confident Sam will bring valuable acumen and insights to our new omnichannel strategy to reinvent the future of travel retail in Europe."

He added: "I would like to warmly congratulate David on his new role and to thank him for the immense contribution he has made in developing the Bacardi Global Travel Retail business in Europe, our advocacy strategy and his proactive role in representing Bacardi at the Tax Free World Association."

14 January 2022 - Bethany Whymark