Bacardi Global Travel Retail (GTR) has announced a change in organisational structure with the creation of two new dedicated region operations – Asia-Pacific (APAC) and India, Middle East & Africa (IMEA) – effective from 30 May 2022.

The new APAC region has been created to focus on the emerging Chinese traveller across Asia and to spearhead the recovery in the Pacific, with key markets such as Australia and New Zealand opening up.

It will be headed up by Gaurav Joshi, currently part of the Bacardi GTR senior leadership team.

The new IMEA region will specialise in developing opportunities with the Indian and African traveller and will be run by Alexey Babin, who joins GTR from his previous role as Bacardi’s Marketing Director for Russia.

The move signals the company’s intentions to bolster its brand building and commercial ambitions in the channel.

‘EXCITING YET COMPLICATED GEOGRAPHIES’

Both Babin and Joshi will report to Vinay Golikeri, Managing Director, Bacardi Global Travel Retail who spoke of the company’s commitment to GTR as a strategically important channel.

“China, India, Middle East and Africa have individual, distinct dynamics that each require dedicated leadership in order to maximise the long-term opportunities we see,” said Golikeri.

“The evolution of omnichannel in China is unique and requires its own strategic focus, and this will benefit from Gaurav’s expertise, building on his stellar experience.

“Meanwhile, we are accelerating our ambitions in India, the Middle East and Africa and, these exciting yet complicated geographies, will benefit from their own dedicated leadership under Alexey.

“This new regional structure is indicative of Bacardi’s investment in the strategic potential of travel retail in emerging markets and I am delighted to have such strong individuals to lead these teams.”

Joshi joined Bacardi in 2007 and has worked extensively across GTR Asia markets, first in India and more recently on Hainan. He joined the GTR leadership team in 2018.

He will relocate to Shanghai when conditions permit.

Babin, who graduated from the University of Miami Advanced Leadership Program, has significant experience with emerging market consumers and will be based in Dubai.