Following the mid-January announcement that it would buy Patrón Spirits International AG (and its Patrón tequila brand) for $5.1 billion, family-owned Bacardi Ltd. promoted
to managing director – Asia, Pacific, the Middle East and Africa (AMEA). Sanjit Randhawa has replaced Subramaniam as managing director of India.
Subramaniam, who’s been with Bacardi since 2013, will be responsible for leading commercial operations in AMEA for all the company’s premium spirits, including its new acquisitions. “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 the region,” said Subramaniam in a prepared statement.
“Adding Patrón to the Bacardi portfolio creates a tremendous opportunity for the brand outside of the United States, as Bacardi’s international distribution network will help grow Patrón around the world, increasing scale in the U.S. and globally,” said Bacardi CEO Mahesh Madhavan upon announcement of the sale, which should close mid-2018.