The Macallan hires Bacardi’s Ferràs Santín

By Charlotte Turner |

The Macallan has appointed Jaume Ferràs Santín, formerly from Bacardi Spain, in what the company describes as a ‘pivotal role’.

 

According to The Macallan, Ferràs Santín [pictured below] has over 16 years of experience in the spirits industry and joins the single malt whisky brand as Global Marketing Manager, after five years working for Bacardi Spain where he held the position of Marketing Manager for Martini for the last two years.

 

During his tenure he oversaw the launch of Chispazo (Martini & Coca Cola); Martini Dolce & Gabbana and the Martin brand campaign, “Luck is an Attitude”.

 

Ferràs Santín joins the company as it aims to strengthen its travel retail presence with some interesting activities, including the opening of The Macallan lounge in Ben Gurion Airport and the launch of The Masters of Photography: Annie Leibovitz Edition.

Jaume Ferras Satin The Macallan

PIVOTAL ROLE

Having previously worked with Edrington as a Brand Manager for The Famous Grouse, and also overseeing the Group’s brands whilst at Maxxium Spain, “Jaume is well-versed in the company and The Macallan, having worked closely on the launch of Fine Oak in Spain in 2004,” says The Macallan.

 

[Left: Jaume Ferràs Santín joins The Macallan as Global Marketing Manager]

 

Commenting on the appointment, Ken Grier, Director of Malts at Edrington said: “We have been seeking to fill this pivotal role for some time and with Jaume’s appointment we have found the right man for the job.

 

“His depth of experience and insight is first class and I am sure he will bring great thinking and charisma to The Macallan global brand team.

 

CRUCIAL TIME

“We are entering a crucial time for the brand and Jaume’s mix of spirit and luxury knowledge will undoubtedly help us realise our ambitions for this exceptional brand.”

 

Ferràs Santín said: “I have incredibly happy memories of working with Edrington, its people and its brands during my career, so I was delighted to be offered the role with The Macallan.

 

“The changing shape and footprint of the brand over the past few years is incredible and to be coming in to the team when The Macallan continues to outperform the category, is a dream come true.”

 

In his new role Jaume will be responsible for developing the overall positioning of The Macallan, working with partners from around the world, and driving the creative development of the brand. Working as part of the global brand team he will be involved in all key global platforms and initiatives, ensuring consistency and collaboration.

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