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Patron, Grey Goose CMO Lee Applbaum announces Bacardi exit

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Bacardi's marketing head for Patron Tequila and Grey Goose vodka, Lee Applbaum, is to leave the company.

Lee Applbaum joined Bacardi through the companys Patron Tequila takeover

Lee Applbaum joined Bacardi through the company's Patron Tequila takeover

Applbaum, a former Patron CMO who arrived at Bacardi through the company's takeover of the Tequila brand last year, will exit to "pursue other opportunities" and spend time with his family, Bacardi said today without giving further details. He will step down at the end of August but remain an advisor to the Bacardi board.

Applbaum said: "I remain a passionate evangelist for our brands and look forward to staying connected to the company and our people through my work as a special advisor. I now have the extraordinary privilege to pursue my personal passions in business and life and spend time with our only child in the handful of fleeting years before he leaves for college."

Applbaum spearheaded the new global marketing direction for Grey Goose, called Live Victoriously. The first campaign based on the new strategy was launched this year, with activations set to last for the next decade.

Bacardi said it has launched a search for Applbaum's replacement. The company expects to focus on external candidates.

Bacardi's Grey Goose campaign heralds cosier world of luxury marketing - Click here to read a focus on Applbaum's Live Victoriously campaign


Sectors: HR – personnel, Spirits

Companies: Bacardi Ltd

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