Overview: Drinksology Kirker Greer, the UK-based spirits group behind Kirker blended Irish whiskey and Ukiyo Japanese gin, has made a significant appointment in its bid to expand internationally. The company has recruited Mike Birch, Bacardi’s former digital commerce VP & GTR MD, as a non-executive director.
The Full Story
According to Drinksology Kirker Greer, the addition of Birch brings valuable expertise and experience to the boardroom table. Having spent 25 years at Bacardi in various roles including global sales leadership and digital commerce, Birch’s appointment is seen as a strategic move by DKG.
“He [Birch] has operated at the highest level of the industry, leading global travel retail and digital commerce for one of the world’s largest spirits companies,” said Ryan McFarland, DKG’s chief commercial & strategy officer. “His experience aligns directly with our strategic priorities.”
Production & Profile
Kirker blended Irish whiskey is a flagship brand within Drinksology Kirker Greer’s portfolio, known for its smooth and approachable character.
Bowsaw small batch bourbon rounds out the group’s US-focused offerings, while Ukiyo Japanese gin showcases the company’s growing presence in Japan.
Brand & Industry History
DKG was founded as a specialist spirits distributor but expanded into e-commerce and logistics operations with Spiritly. This new appointment marks an important step forward for the company.
Global Drinks Intel has learned that Ali Pickering, DKG’s former CMO who left nine months ago after just two years at the company, had been replaced by a veteran from Molson Coors Beverage Co. The move is seen as part of DKG’s efforts to modernize its marketing approach.
What This Means
The appointment of Mike Birch signals Drinksology Kirker Greer’s intention to expand internationally and accelerate growth in key markets.
“This marks the beginning of an important new phase for the group,” said McFarland. “We’re committed to delivering creative and commercial solutions for leading drinks brands, while continuing to grow our own portfolio.”
Consumer Takeaway
The addition of Birch brings valuable expertise to DKG’s boardroom table, positioning the company well for its international growth strategy.
In a rapidly changing industry landscape, Drinksology Kirker Greer is poised to capitalize on emerging trends and opportunities. With Mike Birch at the helm, consumers can expect innovative marketing campaigns and expanded product offerings in key markets.
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