Farrer replaces Jim Perry who is expanding his position to lead the company’s emerging market business. The changes are effective from May 1.
Farrer, who joined Brown-Forman in 1998, moves from his current leadership role of vice president, global brand director for Jack Daniel’s Tennessee Honey.
Previously, he served as the managing director of Australia/New Zealand, and prior to that, as the director for Latin America and the Caribbean.
His early years with the company were spent in several sales and marketing positions in California before becoming chief of staff director for the president of Brown-Forman Spirits Americas in 2004.
Perry has served as managing director for Brown-Forman Global Travel Retail since 2008. The company says he grew the global travel retail business significantly and championed this channel as a priority, positioning this channel well for continued growth. His and his team’s efforts and successes were a key driver in the decision to make this channel a stand-alone ‘region’.
In 2012, Perry was promoted to senior vice president and added responsibility for the emerging markets in India, the Middle East, and Africa.
He will continue to lead the IMEA markets and will now lead the emerging markets in Central America, South America and the Caribbean. Bringing Jim’s leadership to CCSA, will enable Brown-Forman to focus on these fast-growing geographies and bring the emerging markets of Brazil, Africa, and India together.