Bacardi raids spirits for marketing chief

Bacardi-Martini UK has promoted Andrew Carter, formerly director of marketing for spirits, to marketing director for its entire product range, with a seat on the UK executive board.

The move follows the promotion in November of former sales and marketing director Maurice Doyle to managing director, global duty free (MW December 1, 2005). Bacardi-Martini UK has now split his role, with Michael Birch, currently director of sales, also joining the executive team as sales director.

Carter (pictured), who will report to Bacardi-Martini UK chief executive John Beard, will retain responsibility for the long-term strategic development of the Bacardi rum portfolio, Martini, Grey Goose vodka, Bombay Sapphire gin and Bacardi Breezer. He will now take on responsibility for other consumer and trade marketing, including trade marketing for brands including Jack Daniels, Southern Comfort and Finlandia vodka, which are distributed in the UK by Bacardi’s joint venture with US wine and spirits group Brown Forman.

Carter joined the company in November 2004 from Lion Nathan, where he had been director of UK/Europe and in charge of the &£9m UK relaunch of Castlemaine XXXX in 2002 (MW November 7, 2002). Prior to that, he was marketing controller at Bulmers.

In his year at Bacardi-Martini, Carter was behind the launch of the new Bacardi Carta Blanca rum advertising campaign.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here