May 21 2014  |  People

Bacardi welcomes Geoff Biggs to its travel retail team

By David Nusair

Geoff Biggs is Bacardi's new Regional Director, Americas

Bacardi Global Travel Retail has announced the immediate appointment of Geoff Biggs as its Regional Director, Americas Global Travel Retail. Biggs' experience in the travel retail arena has been cultivated during stints at such companies as Unilever, PepsiCo, and Diageo, with Biggs leading the latter's travel-retail team in the Americas before moving to a senior role in Kenya.

Says Mike Birch, Managing Director, Bacardi Global Travel Retail, “I’m delighted to welcome Geoff to the team. I’m confident he will hit the ground running to grasp the potential we see in the region. The energetic growth in emerging markets has been supported by increasing standards of retail execution right across the continent, including several world class examples. Complementing those factors with our own pipeline of innovation and our focus on premiumization make this a fantastic opportunity for Geoff to lead and develop the Bacardi business in our home territory, building on the legacy of Leigh's success."

Biggs himself is looking forward to stepping into his new role. "It's tremendously exciting for me to return to Americas Travel Retail to lead a strong team, a portfolio of fantastic market-leading brands and a remit to drive strong strategies for innovation and growth. There's such incredible opportunity in this market, with consumers at different stages in their connection with luxury brands and the development potential in airports, cruise, and border stores."

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