Jeff Branson has been called Vice President and General Manager of Bacardi Canada

Bacardi Canada, Inc. has rehired long-serving Bacardi executive Jeff Branson as Vice President and General Manager for Canada. Jeff returns to the company after 2 years of working at Southern Glazer's Wine and Spirits (SGWS) like SVP of Sales for the division dedicated to the Bacardi portfolio in North America. He has 20 years of beverage industry experience, including 16 years at Bacardi.

The move to SGWS and subsequent return to Bacardi are part of a program between the two partners to accelerate talent development growth and create new leadership opportunities. Jeff reports to Pete Carr, Regional President of Bacardi North America, and will be back in the office soon.

"As we look ahed to the next chapter for Bacardi in Canada, Jeff has the ideal blend of industry knowledge, Bacardi insights, and local market understanding to deliver on our growth plans," says Pete Carr, Regional President of Bacardi North America. "Jeff has the experience also leadership skills to deliver on our objectives while inspiring teams to carry on the legacy of the distinctive Bacardi culture."

Jeff is in charge of Bacardi's performance in Canada across all functions and activities to deliver the market's annual financial and commercial plans and develop strong relationships with distributor partners and key customers to expand the company's presence and growth in the market.

"I am thrilled to be returning to Bacardi and building on the momentum that the Canada team has established by delivering multiple years of consecutive growth." "I hope to use my experience at Bacardi and in distribution to help propel our brands and relationships in the market," Jeff says. "Having the opportunity to lead in my home country makes it even more special; it truly feels like a homecoming."

Jeff grew up in Antigonish and attended St. Francis Xavier University in Nova Scotia, majoring in Mathematics. Jeff was also a member of the inaugural class of a Bacardi leadership program in collaboration with Harvard Business School.