Bacardi appoints Steve Young as UK business head   

Spirits major Bacardi has announced the appointment of Steve Young to the newly created role of business unit director for the UK & Ireland, and Amanda Almond who is appointed to the new role of managing director, Northern Europe.

Young will be responsible for the family-owned company’s commercial operations in the UK & Ireland and driving the growth of its iconic brands including: Bacardí Rum, Martini Vermouth, Bombay Sapphire Gin, Grey Goose Vodka, St-Germain® elderflower liqueur and ultra-premium Patrón tequila.

Young began his career at Bacardi in the UK on-trade and now after 10 years, he is back as the market’s commercial leader responsible for the on and off-trade and bringing with him a whole host of international learnings, most recently in his role as senior director, on-trade growth for Western Europe. 

“My experience of working across Europe means I know better than ever what a tough and competitive market we have in the UK,” he said.

“Where Bacardi has an advantage is our family ownership. It’s allowed us to look beyond the next quarter or the next fiscal year and instead develop long-term partnerships with key customers. We value these relationships more than ever and I’m committed to making them even stronger as we grow our businesses together.”

Young will report to Almond who will have responsibility for the total Bacardi business in Northern Europe markets including: the UK, Ireland, Germany, Austria, Switzerland and the Nordics.

She was most recently managing director for Bacardi in Iberia & Greece where over the last four years she has grown the company’s share of the market in Spain, moving from fourth to third biggest. Before moving to Spain in 2020, Amanda was MD for Bacardi in the UK & Ireland, achieving year-on-year growth for five successive years.

“In the four years I’ve been away from the UK, the industry has changed more than anyone could imagine,” Almond said.

“What’s not changed is the value of our portfolio. We have premium brands that consumers recognize for their quality and continue to demand however challenging the economic climate. And the premiumization trend is not slowing down which is only good news for our portfolio especially when drinks like the Patrón Margarita and the St-Germain Spritz are still at the beginning of what will be a long and successful future.”