Global drinks giant Bacardi is to set up a new marketing “centre of excellence” in Bermuda.

The Bermuda centre of excellence is one of two, with the other being based in London.

The Island operation will be headed by Mauricio Vergara, the chief marketing officer for North America and global lead for Bacardi and Grey Goose vodka.

Mr Vergara joined Bacardi two years ago and has held regional and global marketing and sales posts.

Shane Hoyne, chief marketing officer for Europe and global lead for vermouth Martini, and Dewar’s and William Lawson’s whiskies, will head the London centre of excellence, reporting to Bermuda-based Bacardi CEO Mike Dolan on global issues and to Europe regional president Paolo Perego on regional matters.

The firm has also appointed Zara Mirza as head of creative excellence, who will be in charge of the central creation and delivery of integrated communications ideas and platforms across the company’s core brands.

She will also be based in London and report directly to Mr Dolan.

Global chief marketing officer Dima Ivanov will be leaving the company as a result of the change in structure.

Mr Dolan said: “With these changes, we will be able to adapt our focus to our brands, not categories, and position ourselves to fully leverage the benefits of having world-class global agency and media partners.”

He added: “It has become increasingly clear that we have to change in order to win. And, believe me, we are in this to win.

“We have world-class brands and agency partners. Now it’s about changing how we organise to give our people, our partners and our brands a real shot at success.

“Our goal is to be the envy of our industry — to be the company that attracts and retains the best of the best.

“The ultimate test of that is selling more cases, growing share and driving the bottom line so we can reinvest more in our iconic brands and industry-leading innovation.”