Andrew Carter to leave Bacardi for key role at Treasury Wine Estates

Brave New World: Andrew Carter moves from the spirits sector to wine

Bacardi Global Travel Retail Director Andrew Carter is leaving the company to join Treasury Wine Estates ( as Managing Director of the Europe, Middle East & Africa, Regional Business Unit (EMEA RBU) and Global Travel Retail.

He will report directly to Treasury Wine Estates CEO David Dearie.

Carter (a speaker at next month’s Trinity Forum) will remain with Bacardi until April to ensure a smooth transition with his successor, who will be announced in the near future.

Carter is one of the most well-regarded brand executives in the travel retail sector and his appointment is a coup for the ambitious Australia-based wine group, which has a glittering portfolio of brands, mainly from the New World.

The range includes brands such as Penfolds, Beringer, Chateau St. Jean, Lindeman’s, Wolf Blass, Rosemount, Wynns Coonawarra Estate, Stags’ Leap Winery, Matua Valley (New Zealand), Etude, Castello di Gabbiano, Seppelt, Coldstream Hills and Devil’s Lair.

With over 11,000 hectares of vineyards, sales totalling over 33 million cases of wine annually, and revenues of about A$1.8 billion (US$1.9 billion), Treasury Wine Estates employs over 4,000 winemakers, viticulturists, sales, distribution and support staff across 12 countries.

Carter’s appointment is part of a new global organisational structure at Treasury Wine Estates.

Under his leadership, a reshaped EMEA RBU will focus exclusively on developing and executing sales strategies to build profitable volume growth across all customer categories, and will also assume global responsibility for the growing travel retail sector.

Treasury Wine Estates commented: “In a career spanning over 20 years, Andrew has extensive experience in the liquor industry, working in international leadership, sales, global marketing and product innovation roles.”

CEO Dearie said: “In an established region like EMEA, it is critical that we continue to evolve our business to suit the changing market conditions. We’re very pleased to secure Andrew and see his experience in global companies and Europe in particular, combined with the growing industry opportunity of global travel retail, as being critical to the overall success of our business.

“Andrew will be responsible for delivering profitable growth in the EMEA markets and leading his team to increase our sales volumes and expand our market share.

“Our new global structure places equal emphasis on our brands, supply and the regions in which we operate and it will allow us to pursue growth opportunities that optimise the returns for our business as a whole.”


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