Maurice Doyle to develop small premium brands at Bacardi

Bacardi has enlisted Maurice Doyle as president for incubation brands and global commercial development.

Doyle, who previously held numerous commercial and marketing roles at Bacardi before leaving in 2009 to join William Grant & Sons, has returned to spearhead the development of the spirits giant’s smaller premium brands, such as Angel’s Envy, Santa Teresa, Facundo Rum Collection and Leblon. He will also oversee sales in Bacardi’s travel retail business.

He will be based in London, reporting to Bacardi CEO Mahesh Madhavan.

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Doyle was “a seasoned leader” with “a passion for our brands, strong customer and sales development skills, an appreciation for our unique culture as well as an internal and external perspective which is invaluable”, said Madhavan.

After his stint at William Grant & Sons, Doyle served as COO for Suntory’s non-alcoholic division covering Africa, Middle East & the Caribbean.

Both Bacardi’s travel retail and incubation units had “tremendous commercial opportunities”, said Doyle, each “serving as a platform to access premium consumers and introduce them to new experiences”.

It comes as the company is to launch a new posh spiced rum, called Bacardi Añejo Cuatro, next year.

Cuatro, a four-year-aged. 40% abv rum, would be “inspired by Bacardi founder Don Facundo’s original recipe” and was designed to “develop an undeveloped area of rum premiumisation”, Bacardi Brown-Forman Brands UK MD Amanda Almond told The Grocer.

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