Brown-Forman Global Travel Retail names Aude Bourdier as new MD

By Luke Barras-hill |


Bourdier currently serves as Marketing Director, Global Travel Retail and Developed APAC.

Respected travel retail drinks veteran Aude Bourdier has been promoted to the Managing Director’s role at Brown-Forman Global Travel Retail.

Bourdier, who joined the division in 2018 from Bacardi-Martini, takes over from Marshall Farrer on 1 August.

As reported, Farrer has been appointed President of Brown-Forman Europe as part of  a reshuffle, with Thomas Hinrichs selected as President of Brown-Forman Emerging International, a role which includes oversight of global travel retail.


Based in London, Bourdier will report to Hinrichs and will be fully invested in global travel retail representing Brown-Forman’s recognisable brand portfolio, which contains the likes of Jack Daniel’s, Woodford Reserve, BenRiach, GlenDronach, Finlandia and a number of others.

She currently holds responsibility for marketing activities in travel retail alongside those in the domestic channel in developed APAC markets.

“Aude is the perfect person to take on the managing director’s role and guide the very talented Brown-Forman travel retail team during these difficult times for the travel industry,” commented Farrer. “She very successfully dealt with the after-effects of both the SARS and MERS outbreaks and I have every confidence she will do the same for Brown-Forman travel retail.”

Bourdier holds a masters degree in International Business Management from Institut Supérieur de Gestion in Paris and has studied business management in the US and Asia.

She has been elected to the TFWA Management Committee several times and served on the organisation’s board as Vice President, Commercial.


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