Bacardi Limited, the largest privately held spirits company in the world, has announced the appointment of Luiz Schmidt as Managing Director of Bacardi in Australia and New Zealand.

In his new role, Schmidt will lead Bacardi’s Australia and New Zealand operations, including overseeing the sales, marketing, finance and supply chain functions as well as leadership in continuing to craft the company’s culture, which is a Great Place to Work® in Australia.

He will also focus on accelerating the strength of the company’s portfolio of premium brands, expanding its market share and portfolio footprint while continuing to drive sustainable growth in the region.

Schmidt will be based in Australia after returning from Panama, where he most recently served as Regional Marketing Director for Bacardi in Latin America and the Caribbean.

In this role, he transformed the region’s marketing and commercial execution functions. He significantly increased market share for brands including Patrón and Bombay Sapphire, and co-led Bacardi ́s marketing transformation in Mexico, including the successful launch of Bacardi Mango Chile – now Mexico’s leading flavoured spirit. 

“I’m excited to lead our talented organisation in Australia and New Zealand. These markets are one of the most developed and attractive premium spirits markets in the world, offering Bacardi a tremendous opportunity to accelerate the growth of our iconic brands in close partnership with our customers and consumers,” says Schmidt.