Bacardi Taps Former Executive to Lead Premium Rum Push
Bacardi has named a new executive to lead its global rum push, Caribbean Journal has learned.
The spirits giant has tapped Roberto Ramirez Laverde as the new senior Vice President for Bacardi rum, based in Bermuda.
Ramirez, who previously worked for Bacardi from 2013-2019, helped to launch the company’s portfolio of premium aged rums.
He had most recently served as Senior Vice President of marketing at Mastercard in Latin America and the Caribbean.
“In addition to being a brilliant marketer, Roberto understands the value of consumer mindsets, and equally important, he gets Bacardi,” said Ned Duggan, global chief marketing officer at Bacardi. “He knows our people, our culture and brings a strong track record of collaborating that is key to continue unlocking even greater growth for the brand across the globe.”
After launching its smaller-batch Facundo collection back in 2014, Bacardi’s next big aged rum push was with the debut of Bacardi Gran Reserva Diez in 2018; Ramirez was involved in both of those launches.
More recently, the company has kicked off a series of annual cask-finish releases to bolster its aged portfolio.
“I am thrilled to be back at Bacardi and to work with the incredibly talented team who has been building and leading the brand. Together, I know we will build Bacardi’s next great story,” said Roberto.
