Bacardi Limited names new Chief Executive Officer

March 9, 2012

Hamilton, Bermuda, March 9, 2012 — The Board of Directors of Bacardi Limited, the largest privately held spirits company in the world, announced today the planned retirement of President and Chief Executive Officer (CEO) Séamus McBride and the appointment of Edward D. Shirley as the new President and CEO and a member of the Board of Bacardi Limited, effective immediately.

Ed Shirley most recently served as Vice Chairman of Beauty & Grooming for Procter & Gamble (P&G). He is a veteran of Gillette and recognized as one of P&G’s most well-rounded executives. Mr. Shirley brings to Bacardi deep and broad experiences developed over a 33-year career across a number of brands and businesses. In addition, he brings a global perspective, having led businesses and organizations throughout the world, including: Braun in Germany; Gillette Europe in London; Gillette Supply Chain, Global Marketing and International Commercial Operations in Boston; Oral-B North America in California; and P&G’s North American and Global Beauty & Grooming businesses based in Cincinnati.

“We are fortunate to have Ed as our new CEO. He brings to Bacardi a powerful combination of strong business experience, proven results and inspirational leadership,” said Facundo L. Bacardi, Chairman of the Board of Bacardi Limited. “We look forward to benefiting from his deep and broad experiences in brand-building, sales, and general management across a variety of roles and businesses throughout the world.”

As Vice Chairman of P&G Beauty & Grooming, Mr. Shirley led a portfolio of iconic, leading brands totaling $38b in sales and $6b in profits that included mass consumer brands of Gillette, Braun, Old Spice, Oral B, Crest, CoverGirl, Pantene, Olay; and luxury brands, such as Dolce & Gabbana fragrances and makeup, Hugo Boss and Gucci fragrances, The Art of Shaving, and SK-II luxury skin care. In his tenure as Vice Chairman of P&G’s Beauty & Grooming business, Mr. Shirley stopped the business decline and delivered seven consecutive quarters of sales growth. He is known for building great teams and inspiring people to play to win together.

“I am pleased and honored to be joining this outstanding Company,” said Ed Shirley, Bacardi Limited President and CEO. “The rich 150-year heritage of Bacardi so rooted in innovation, entrepreneurship and family spirit has produced an exceptionally strong product portfolio of leading and iconic brands including BACARDÍ rum, GREY GOOSE vodka, BOMBAY SAPPHIRE gin, DEWAR’S Blended Scotch whisky and MARTINI vermouth and sparkling wines, as well the creation of some of the world’s greatest cocktails like the original BACARDI Cuba Libre – BACARDI rum and cola – along with the original BACARDI Daiquiri and the authentic BACARDI Mojito. This positions us well to further drive industry growth as consumers continue to shift their habits and practices to enjoying spirits. I am looking forward to working with the team and setting the Company on a winning path for the next 150-year journey.”

During his tenure at Bacardi Limited, Mr. McBride led efforts that better leveraged the Company’s operating structure and sales force effectiveness. Mr. McBride is also credited with transforming marketing capabilities, with the recent global launch of BACARDÍ OakHeart spiced rum as an example of how this has been brought to life. Mr. McBride also strengthened the Bacardi organization, promoting top talent from within and outside the Company.

“We thank Séamus for his commitment and dedication to Bacardi over these past years and wish him well in his retirement,” added Mr. Bacardi.


About Bacardi Limited
Bacardi Limited, the largest privately held spirits company in the world, produces and markets internationally-recognized spirits and wines. Its brand portfolio comprises more than 200 brands and labels, including BACARDI® rum, the world’s best-selling and most-awarded rum; GREY GOOSE® vodka, the world’s leading super-premium vodka; DEWAR’S® Blended Scotch whisky, the top-selling blended Scotch whisky in the U.S.; BOMBAY SAPPHIRE® gin, the top-valued and fastest-growing premium gin in the world; MARTINI® vermouth and sparkling wines, the world’s leading vermouth; CAZADORES® 100% blue agave tequila, the number-one premium tequila in Mexico and a top-selling premium tequila in the United States; ERISTOFF® vodka, one of the fastest-growing vodka brands in the world; and other leading and emerging brands.

Founded on February 4, 1862, and family-owned for the past seven generations, Bacardi now employs nearly 6,000 people, manufactures its brands at 27 facilities in 16 markets on four continents, and sells in more than 150 countries.

Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited. For additional information, please visit

Patricia M. Neal

(441) 294-1110