Lee Applbaum, global chief marketing officer of Patrón tequila and Grey Goose vodka at Bacardi Ltd, will resign his position as of Aug. 31, according to reports. The company says that Applbaum is stepping down from the spirits giant to pursue outside opportunities and spend more time with his family, but he will serve as a special advisor to Bacardi’s board of directors.
The longtime chief marketing officer for Patrón, Applbaum joined Bacardi in spring 2018 following the company’s acquisition of Patron. Barcardi then named Applbaum chief marketing officer for Grey Goose as well Patron. Bacardi had acquired Grey Goose from Sidney Frank Importing in 2004.
Bacardi has started the search for Applbaum’s replacement and says it plans to focus on external candidates from the luxury and lifestyle sectors. In addition to Patrón, Grey Goose and its flagship rum, Bacardi’s portfolio of more than 200 brands and labels includes Dewar’s Scotch, Bombay Sapphire gin, Martini vermouth and sparkling wines, Cazadores tequila and St. Germain elderflower liqueur.