He replaces Anders Olsson who decided to move back to his home town Stockholm for personal reasons.
The company says Friedman has wide-ranging expertise in the global spirits industry, where he has assumed commercial, marketing and general management positions across numerous markets.
He joined TAC seven years ago, where he fulfilled the role of TAC area director Americas for travel retail and most recently TAC, area director Latin America/Caribbean domestic markets.
Friedman said: “Our success throughout travel retail speaks for itself; we have pioneered the market and grown rapidly. It’s a great and exciting challenge to grow the business while providing the consumers with the unique experiences that only Absolut and its sister brands can bring to the table.”
“We will continue focusing on brand growth and brand evolution for the entire TAC portfolio through ongoing creativity, innovation, transformation and collaboration. With all the power and might of the global Pernod Ricard organisation behind us, there is no limit as to how far we can go,” said Friedman
Friedman will report to Darryn Hakof, vice president brand development at The Absolut Company.