Bacardi names new President of Europe, Middle East & Africa (EMEA) Region

August 13, 2010

Hamilton, Bermuda, August 13, 2010 — Bacardi Limited, the largest privately held spirits company in the world, today announced Stefan Bomhard has been named Regional President of Europe, Middle East and Africa (EMEA), responsible for this area’s commercial operations for the Company’s internationally known portfolio of premium spirits. Mr. Bomhard joins Bacardi from Kraft Foods where he was President for Kraft’s large European coffee business, based in Zurich. He will join Bacardi on October 1 and will be based in Geneva, Switzerland. Mr. Bomhard will also be a member of the Bacardi Leadership Team.

Prior the takeover of Cadbury by Kraft Foods in Spring 2010, Mr. Bomhard was Chief Commercial Officer for Cadbury, with worldwide responsibility for the marketing, category and sales functions of the chocolate, gum and candy brands, a position he held since 2009.

“Stefan’s strong track record of success, leadership and expertise on a global scale in some of the best internationally known food and consumer packaged goods organizations will have an immediate impact in the region for Bacardi,” said Séamus McBride, President and CEO of Bacardi Limited. “With his marketing and business operational acumen, I am confident he will be invaluable to Bacardi in reaching growth goals for both the Company and our iconic brands in the ever important growing and fast developing EMEA region.”

“Europe, Middle East and Africa is an exciting area poised for rapid expansion and I look forward to utilizing my consumer brands and commercial business experience to lead such a premium portfolio of spirits which includes some of the world’s best known brands — BACARDI, GREY GOOSE, MARTINI, DEWAR’S, BOMBAY SAPPHIRE and ERISTOFF — to a new level in EMEA,” said Stefan Bomhard, newly named Regional President for Bacardi EMEA.

In 2003, Mr. Bomhard joined Unilever as Senior Vice President of Marketing & Business Development for Foodsolutions with responsibility for several global customers. In 2006, he was appointed Chief Operating Officer for Foodsolutions Europe, based in Rotterdam with P&L responsibility for 30 Western and Eastern European countries.

In 1999, Mr. Bomhard joined Diageo as Vice President of Marketing for Burger King EMEA, based in London. He went on to become Senior Vice President of Marketing for Burger King USA, based in Miami, and in 2001 was appointed General Manager for Burger King in Southern Europe — one of the five largest Burger King businesses worldwide, based in Madrid.

Mr. Bomhard started his career in 1991 with Procter & Gamble, where over a period of eight years he held various European marketing positions in Germany and Russia, including Brand Manager for Pampers in Europe and Marketing Manager for Russia.

Mr. Bomhard has undergraduate business degrees in European Business Administration from Middlesex University and ESB Reutlingen University and a doctoral degree in Marketing from Bradford University School of Management, the largest and longest-established management school Ph.D. program in Europe. In addition, he is fluent in English, German and Spanish, with a working knowledge of French and basic Dutch.

Mr. Bomhard succeeds Robert Furniss-Roe, who assumed interim responsibility for Europe, Middle East & Africa as Regional President in May 2010 in addition to his duties as Bacardi Limited Vice President of Corporate Planning and Communications. Mr. Furniss-Roe is responsible for ensuring the effective implementation of corporate objectives and strategies on a global level, including priorities of corporate vision and strategy and Corporate Responsibility. He also leads internal and external communications while developing the overall corporate communications strategy and serves as the Chief of Staff to the Bacardi CEO. Mr. Furniss-Roe is a member of the Bacardi Leadership Team.


About Bacardi Limited
Bacardi Limited is the largest privately held spirits company in the world and produces and markets a variety of internationally-recognized spirits and wines. The Bacardi Limited brand portfolio consists of more than 200 brands and labels, including some of the world’s favorite and best-known products: BACARDI® rum, the world’s favorite premium rum and world’s most awarded rum; GREY GOOSE® vodka, the world-leader in super premium vodka; DEWAR’S® Scotch whisky, the top-selling blended Scotch whisky in the United States; BOMBAY SAPPHIRE® gin, the top valued and fastest-growing premium gin in the world; MARTINI ® vermouth, the world-leader in vermouth; CAZADORES® blue agave tequila, the top selling premium tequila in the world; and other leading brands. For additional information, please visit

Patricia M. Neal

(441) 294-1110


(441) 294-1110