Bacardi has recruited longstanding Coca-Cola Co executive Todd Grice for the role of general counsel.

The company confirmed late last week that Grice will replace Eduardo Sanchez, who is retiring after 17 years in the position. Grice, who will be based at Bacardi’s Bermuda headquarters, will sit on the group’s ‘Global Leadership Team’ alongside CEO Mahesh Madhavan, who he will also report in to.

Grice started his Coca-Cola tenure in 2002 as technical counsel for two years in Atlanta. Following a stint as counsel for the EU Group and UK & Ireland division, he moved to Japan in 2010 to become general counsel for the group’s Japanese operations. A return to the US followed in 2015, when he assumed the general counsel position in corporate finance and M&A.

“We … look forward to his contributions to our long-term strategy and to our ongoing efforts to strengthen our unique Bacardi culture,” said Madhavan. “Todd understands and appreciates how legacy brands, like our 158-year-old business, maintain relevance and connection generation after generation … .”

Last month, Bacardi kicked off a marketing activation for its French vermouth brand, Noilly Prat.

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