Video exclusive: Bacardi GTR’s VP, Mike Birch

By Charlotte Turner |

Mike-Birch-Bacardi-video-stillTRBusiness speaks to Mike Birch, Vice President, Managing Director, Bacardi Global Travel Retail about the company’s success within the duty free and travel retail channel over the past year.


We learn about the latest product launches, and Bacardi’s strategy to premiumise and differentiate their brands from others within the spirits channel.


Birch also talks about the heritage and provenance of the Bacardi brand, and how it is central to the growth of the rum category. He shares Bacardi GTR’s aspirations to organise a winning portfolio and grow their market share in 2016.


See a longer interview conducted by Doug Newhouse with Mike Birch in the December issue’s Wine and Spirits report.



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