Bacardi opts for Benelux structure

Bacardi, the spirits group, is merging its business divisions in the Netherlands and Belgium & Luxembourg into a new Benelux entity. The new business unit will be headed by Merlijn van de Ven, the former director for the Netherlands.

Consolidating market leadership

With this merger, Bacardi aims to further consolidate its position as market leader in the three countries and combine the expertise of both teams. Van de Ven, who has been with the company for fourteen years, will continue to report to Stephane Cluzet, director of the Western European cluster (Benelux, France, Germany, Austria, and Switzerland). Former Business Unit Director Belgium & Luxembourg Gilles Nackaerts will now hold a regional position as Market Supply Chain Director for Europe.

“It is thanks to the strength of our partnerships and the passion and dedication of our teams in Belgium, the Netherlands, and Luxembourg that Bacardi has been able to become the leading supplier of spirits in all three markets,” said Van de Ven. “I now have the honor of bringing those teams together and combining their unparalleled expertise. This will enable us to exceed the expectations of our customers and consumers in the Benelux.”

Bacardi, which claims to be the largest international family-owned company in the beverage sector, has around 200 brands in its portfolio, including Bacardi, Patrón, Grey Goose, Bombay Sapphire, Martini, and William Lawson’s. The company, which has more than 8,000 employees and production facilities in 10 countries, sells its brands in more than 160 markets.