Standing listening last night to The Macallan’s brand ambassador, Joy Elliot, who was conducting a tasting of the new 1824 Series at the Whisky Shop in London’s Piccadilly, I could not resist a feeling of déjà vu.
In this role, Bauder will lead Beam’s largest spirits category, which includes Jim Beam, Maker’s Mark, Knob Creek and Basil Hayden’s.
Bill Newlands, Beam president, North America, said: “Bourbon is our number one, single largest category at Beam, and I’m confident that with Chris’ leadership we’ll continue to revolutionise within our portfolio and drive other industry trends.”
Before joining Beam, Bauder served as SC Johnson’s vice president marketing, international markets.
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