Market Overview

Bacardi Names Patrón Spirits CMO Lee Applbaum as Global Head of GREY GOOSE® Vodka

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Applbaum takes on top vodka role as CMO; continues as CMO of
Patrón Spirits

Bacardi Limited, the largest privately held spirits company in the
world, today announces that Lee Applbaum, global chief marketing officer
of Patrón Spirits, expands his role to head up global marketing for GREY
GOOSE® serving as CMO for both Patrón Spirits and GREY GOOSE vodka.

This press release features multimedia. View the full release here:
https://www.businesswire.com/news/home/20180807005721/en/

Bacardi Limited announces that Lee Applbaum, global chief marketing officer of Patrón Spirits, expan ...

Bacardi Limited announces that Lee Applbaum, global chief marketing officer of Patrón Spirits, expands his role to head up global marketing for GREY GOOSE® serving as CMO for both Patrón Spirits and GREY GOOSE vodka. (Photo: Business Wire)

In this new top category role, Applbaum is responsible for developing
the global marketing vision and premium positioning for the world leader
in super-premium vodka. He will drive global strategy to lead the GREY
GOOSE brand to the next level ─ including brand equity, architecture,
positioning, advertising, creative, brand communications, experiential,
packaging, and strategic direction on new product development and
innovation. Applbaum reports to Bacardi Limited Chief Executive Officer
Mahesh Madhavan and will be based in Bermuda, subject to the approval
from the Bermuda Immigration department. He will spend time at the
Patrón office in Dallas, as well as in the Bacardi offices of Coral
Gables and London, among others.

"Much of Lee's focus with PATRÓN tequila has been on building
world-class assets to communicate the brands' rich artisanal story. I
look forward to Lee bringing his creativity, ideas, and talent to GREY
GOOSE as the two brands are both category leaders," says Madhavan. "One
of the greatest benefits of our recent acquisition of Patrón Spirits has
been the merging and sharing of talent. It was always about more than
just the liquid. These were the types of synergies that we were looking
for when we acquired Patrón Spirits earlier this year."

"GREY GOOSE and PATRÓN are two iconic brands that stand alongside each
other behind some of the best bars in the world. We can learn a lot from
each other, and I look forward to a dynamic exchange of ideas,
expertise, and experiences between the two brand teams," says Applbaum.

Applbaum will continue to serve as the global CMO of Patrón Spirits
responsible for the company's portfolio of luxury brands, including the
world's number one ultra-premium tequila. He directs all global
integrated marketing efforts across creative, media, public relations,
innovation, and experiential activation in more than 100 countries.

Applbaum is an innovator with proven strategic, creative, and
communications expertise in the fields of brand and retail marketing. He
has been praised for his achievements in digital and social media, brand
building, and product development including being recognized by Adweek
as a "Brand Genius," the magazine's highest marketing honor, and the
"Most Innovative CMO" by Business Insider.

"With Lee working closely with John Burke, our global CMO, we have a
seasoned team of leaders overseeing our iconic and leading-edge brands,"
adds Madhavan.

NOTE: A headshot of Mr. Applbaum is available via www.bacardilimited.com
and BusinessWire.

About Bacardi Limited

Bacardi Limited, the largest privately held spirits company in the
world, produces and markets internationally recognized spirits and
wines. The Bacardi brand portfolio comprises more than 200 brands and
labels, including BACARDÍ® rum, GREY GOOSE® vodka, DEWAR'S® Blended
Scotch whisky, BOMBAY SAPPHIRE® gin, MARTINI® vermouth and sparkling
wines, PATRÓN® tequila, CAZADORES® 100% blue agave tequila, and other
leading and emerging brands including WILLIAM LAWSON'S® Scotch whisky,
ST-GERMAIN® elderflower liqueur, and ERISTOFF® vodka.

Founded more than 156 years ago, in Santiago de Cuba on February 4,
1862, family-owned Bacardi currently employs approximately 5,500,
operates more than 20 production facilities, including bottling,
distilling and manufacturing sites, and sells its brands in more than
170 countries. Bacardi Limited refers to the Bacardi group of companies,
including Bacardi International Limited. Visit www.bacardilimited.com
or follow @BacardiLimited.

About GREY GOOSE Vodka

Every aspect of the creation of GREY GOOSE is focused on crafting vodka
of unmatched quality. The creation of GREY GOOSE begins with the very
best ingredients from France – soft winter wheat from the Picardie
region, le grenier à blé (the breadbasket of France) and spring water
from Gensac-La-Pallue, that is naturally filtered through limestone. A
unique distillation process brings out the naturally superior
characteristics of these ingredients.

From field-to-bottle, the expertise of the GREY GOOSE Cellar Master,
François Thibault, ensures an unparalleled smoothness and exceptional
taste to the connoisseur palate. The GREY GOOSE portfolio is comprised
of GREY GOOSE® Vodka, GREY GOOSE® Interpreted by Ducasse, GREY GOOSE® La
Poire, GREY GOOSE® L'Orange, and GREY GOOSE® Le Citron Flavored Vodkas,
GREY GOOSE® VX Spirit Drink. www.greygoose.com

Enjoy Responsibly.

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