Patrón’s Applbaum joins ‘wellness’ cannabis group

Lee Applbaum, the former chief marketing officer for Patrón and Grey Goose, has joined global cannabis firm Surterra Wellness. Applbaum left his role with the Bacardi-owned brands at the end of last month (August). He has taken up the role of CMO (chief marketing officer) for Surterra Wellness, which is said to be one of the fastest-growing ‘wellness’ companies in the US, and will work within its leadership team to “build iconic cannabis brands” that…

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Yeray Monforte on the importance of education

Spanish bartender Yeray Monforte, the winner of this year’s Patrón Perfectionists Cocktail Competition, is determined to pass all the things he has learnt in his career to a new generation of mixologists. *This feature was originally published in the June 2019 issue of The Spirits Business I fell in love with mixing different liquors to create cocktails. For me this is amazing and I knew I wanted to dedicate my life to this career,” says…

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CMO Lee Applbaum resigns from Bacardi

Bacardi has announced that Lee Applbaum, the global chief marketing officer (CMO) of Patrón Tequila and Grey Goose vodka, will leave the company at the end of August. Applbaum will step down to “pursue other opportunities outside the company and spend more time with his family”. He will remain affiliated with Bacardi as a special advisor to the board of directors. The executive joined Patrón Spirits International in 2013 from Australian department store chain Target,…

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Top six best-selling Tequila brands

It’s an exciting time for the Tequila category as key investments take effect and celebrity endorsements create a buzz. We present the brands at the top of the volume ladder. According to Euromonitor figures, Tequila and mezcal combined made an enormous leap in volumes to reach 36.8 million cases in 2018 – a 6.6% spike on 2017. Tequila was thrust into the spotlight in 2018 with billion-dollar acquisitions, celebrity launches and agave shortages. In the…

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Top 10 spirits brands on social media

While social media has the ability to boost brands’ success around the world, opaque posts by ‘influencers’ have fallen foul of regulators. Here, SB announces the Social Media Hero from our Brand Champions report. There’s no doubt that social media plays a vital role in digital marketing, allowing spirits brands to reach millions of consumers worldwide. Having a strong social presence empowers alcohol brands to stand out from an enormous crowd of category competitors, who are…

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