Bacardi Global Travel Retail Appoints Sam Pickard as Director Europe & Global Advocacy

Bacardi Global Travel Retail (GTR) has announced a key change to its European team, with the promotion of Sam Pickard to Director Europe & Global Advocacy.

He replaces David Hughes, who joins Bacardi’s European domestic business as Country Manager, Nordics, based in Sweden. Hughes spent four years as Bacardi GTR’s Europe and Advocacy Director.

Pickard, based in the UK, joined Bacardi in 2018 as Dufry International Key Account Manager and worked closely with Bacardi GTR’s European team in delivering the group’s digital strategy.

David Hughes (left) moves into a new national role in the Nordics, with Sam Pickard appointed director of Europe & Global Advocacy

Vinay Golikeri, Managing Director of Bacardi GTR, said: “I would like to warmly congratulate David on his new role and thank him for the immense contribution he has made to the development of the Bacardi Global Travel Retail business in Europe, our advocacy strategy and its proactive role in representing Bacardi at the Tax Free World Association.

“It gives me great pleasure to welcome Sam Pickard as the new Director, Europe and Advocacy, Bacardi Global Travel Retail. In the three years he has been with us, Sam has had a huge impact both in terms of team leadership, understanding the dynamics of travel retail and his collaborative approach with our business partners, particularly in the management of our relationship with Dufry.

Golikeri described Pickard’s promotion as a “great example of Bacardi’s commitment to creating talent development opportunities.”

“I am confident that Sam will bring valuable insight and ideas to our new omnichannel strategy to reinvent the future of travel retail in Europe,” he added.

Pickard commented, “I am delighted to take this opportunity to lead both Bacardi’s retail business in Europe and our advocacy strategy, building on David’s legacy.

“In this new era of travel retail, I believe there are tremendous growth opportunities for our business partners and for the Bacardi brands. By working together and leveraging each other’s strengths, we can unleash the true power of omnichannel, leveraging digital offerings at key touchpoints in the purchase journey and creating unforgettable in-store experiences powered by our fantastic team of Retail Ambassadors.

Mary I. Bruner