Brown-Forman has appointed Eric Helms as the new Marketing Director for Global Travel Retail, taking over from Tim Young and Jeannine Wise who will shift to other responsibilities.

Young now serves as marketing director for Brown-Forman’s interests in India/Middle East/Africa and the Caribbean/Central and South America. Wise will continue to expand the company’s focus on retail partners around the world as Customer Marketing Director for Global Travel Retail. Helms appointment became effective 1 April, 2016.

Helms joined Brown-Forman in 2014 serving as North American Marketing Director for Finlandia Vodka and Chambord before taking on the role of Global Brand Director for Jack Daniel’s Tennessee and Fire. Prior to Brown-Forman, Helms held marketing positions with Anheuser-Busch, Diageo, Coca-Cola North America, and L’Oreal.

Helms earned his B.A in International Studies and Economics from the University of North Carolina and Masters of International Business Studies from the University of South Carolina. He will continue to reside in Louisville, Kentucky.

Nearly 140 years in business, Brown-Forman Corporation is most famous for its Jack Daniel’s Tennessee Whiskey, along with Finlandia, el Jimador, Herradura, Sonoma-Cutrer, Chambord, and Woodford Reserve.