Francis Debeuckelaere

Regional President – Western Europe, Australia and New Zealand

Francis has been successfully shaking up the European spirits industry and has repeatedly proven his winning spirit over his 25-year career with Bacardi.

He rose to the position of Regional President for Western Europe in 2017, and since 2020 has taken on additional geographies, now also leading our team in Australia & New Zealand. Prior to this role, Francis was VP and Managing Director for Northern Europe, following a succession of commercial roles across European markets where he significantly increased our foothold through his strong leadership.

Francis began his career at Bacardi as Marketing Director for Belgium and Luxembourg. Before joining us, he made a name for himself in marketing positions with Nestlé and brewer Alken-Maes. With roots in sales and marketing, Francis has been a regional and international leader with renowned success in his field.

He works in beautiful Amsterdam but puts his linguistic abilities and mastery of Dutch, English, Spanish, and French to good use in his travels across the region.


You can’t beat sitting in the sun with a MARTINI® Fiero and tonic.”


We closed off a successful round of customer meetings in London and ended the evening with the perfect celebration – a round of GREY GOOSE® Espresso Martinis.”