Leading craft distiller Four Pillars has made a trio of appointments to boost its brand position in key markets worldwide and advance its global expansion.
Based in Yarra Valley, Australia, the company was acquired by global beverage company Lion in July last year.
Leading its international business units, the company has named Karan Tuli as Head of Asia, Ellie Nash as Head of EMEA and Jennifer Bailey as Head of the Americas. They will report to industry veteran and Four Pillars GTR & International Director David Hogan.
As reported, Tuli brings extensive experience in travel retail including his most recent position as Head of Customer Marketing (global and regional) for William Grant & Sons, overseeing its full portfolio of brands. He’s most notable for driving the growth of both Hendrick’s Gin and Bombay Sapphire.
Before joining William Grant & Sons, he held marketing and commercial roles over a five-year career at Bacardi, driving expansion across its full brand line-up.
Tuli said: “It’s an exciting time to join the Four Pillars team as we continue to see strong growth in the Asia region. I look forward to working with our key partners in Asia across both the GTR and domestic channels.”
Nash joins Four Pillars from Bacardi, where she managed major international brands including Grey Goose and Bombay Sapphire.
Nash said: “I look forward to building on the momentum of 2023. After winning at the IWSC awards, we were named 2024 Gin of the Year by the Whisky Exchange. This year I’ll be heavily focused on widening our distribution in Western Europe, and I’m eager to take our amazing gin to new consumers across the continent.”
A core member of the Four Pillars team for more than eight years, Jennifer Bailey moves into her new role as the Head of the Americas.
Bailey has been a part of the remarkable growth of the company, where she has worked across media and communications, trade marketing, commercial and export management, and most recently as Head of International Trade Marketing & Engagement.
Bailey said: “This year will see us implement a number of strategies to build our foundations in the Americas. From engaging with trade at in-person events and experiences to creative partnerships, and engaging the Australian expat community, we’re keen to generate a broad range of new and innovative activity in the region.”
Four Pillars Gin is described as one of the most dynamic gin brands worldwide. The brand has earned several awards across the sector, most notably as IWSC’s International Gin Producer of the Year (2023). It also won the inaugural Green Spirit Initiative Trophy (IWSC 2022), helmed by the 2023 Master Distiller of the Year Cameron Mackenzie, as awarded by the UK’s Gin Magazine.