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New American whiskey global marketing leadership at Brown-Forman

Brown-Forman has announced new global marketing leads for its American whiskey brands. Mark Bacon becomes global managing director of Jack Daniel’s Brands, and Mia Simpson Culp will be managing director of Woodford Reserve and Old Forester. Sophia Angelis also moves into a new role as global director, marketing excellence.
Bacon joined Brown-Forman in 1989 as a sales representative. Over his time with the company, Bacon has held a number of sales and marketing roles. His most recent role was managing director, super premium American whiskey.
Speaking on Bacon’s appointment, Mathias Bentel, chief brands officer, commented “Mark’s depth and breadth of experience, as well as the strong relationships he has built across the organization, our industry, and our communities uniquely positions him to serve as chief steward of this iconic trademark.”
Culp has been managing director, tequila, at Brown-Forman since 2021, and originally joined the company on the North America region marketing team in 2012. She has also previously been chief of staff to the CEO and the chief brands officer, helping shape Brown-Forman’s agenda and communications strategy.
Bentel added: “Mia’s business strategy knowledge, coupled with the foundational experience she gained in early roles leading brand strategy and execution will serve her well in leading this portfolio.”
Angelis moves into her new position from her previous role as managing director, Jack Daniel’s marketing, as which she led the creation of global Jack Daniel’s campaign ‘Make it Count’.
As Bentel observed: “The global spirits industry remains highly competitive, and I’m excited to see these brands thrive under the leadership of such talented individuals.”

8 February 2024 - Lucy Schofield