Family-owned Bacardi Limited, on Wednesday announced the internal promotion of Vijay S. Subramaniam, to Managing Director - Asia Pacific, the Middle East & Africa (AMEA).

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“Effective immediately, Subramaniam is responsible for leading commercial operations in the region for the company’s portfolio of premium spirits. In his new role, Subramaniam reports to Bacardi Limited CEO Mahesh Madhavan and joins the Global Leadership Team. Subramaniam will be based in Dubai,” the company said.

The 49-year-old served as Managing Director of Bacardi India ops, and most recently expanded his role to lead the Middle East. He has been with the company since 2013.

“As we continue to expand Bacardi’s portfolio of premium brands in these vast and fast-growing markets, Vijay’s keen understanding of the opportunities and complexities unique to this region, and his ability to brilliantly adapt global brands to make them locally relevant, will be vital to our continued global growth,” said Madhavan.

“AMEA represents a once-in-a-lifetime growth opportunity for Bacardi, and our team’s mission is to continue to build awareness and esteem for our iconic brands with new consumers throughout the diverse and dynamic markets within our region,” said Subramaniam.

The company also announced the promotion of Sanjit Randhawa to Managing Director of India and Southeast Asia. Randhawa has worked at Bacardi for more than a decade in diverse roles such as Financial

Director for India operations, Managing Director for the Philippines, and more recently Managing Director for South East Asia.

“His deep understanding of the India and South East Asian markets will enable Bacardi to continue with its leadership in these dynamic markets,” the company said.

Bacardi Ltd, one of the largest privately owned spirits companies has more than 200 brands and labels. It was founded more than 155 years ago, in Santiago de Cuba on February 4, 1862 and sells its brands in more than 170 countries.