Ray Noble to take up new Asia role with Sazerac

Sazerac has announced a number of changes to its business in Australia and New Zealand and also plans to grow its brands in the Asia region.

Southtrade International will change its name to Sazerac Australia and New Zealand, effective from 1 February 2025, and current Managing Director, Ray Noble will take up a newly created role as Managing Director North Asia, Southeast Asia and Greater China.

As Noble looks to drive growth on Sazerac’s core brand portfolio priorities in Asia, Fraser Lockwood, currently Marketing Director, will move into the role of General Manager AUNZ.

Noble told The Shout: “I still pinch myself about how lucky I have been to have worked on some of the best brands with some of the most talented people to achieve incredible results together.

“I am extremely proud of the many things we achieved on the brands I was fortunate enough to lead and even prouder of the many friendships I have made along the way. I am thankful to have met so many great Industry legends across this journey that have provided me support and guidance to help me grow both personally and professionally.”

He added: “I am pleased to announce that Fraser Lockwood, who is the current marketing director has been promoted to General Manager AUNZ. Fraser has been my right-hand person for the last seven years and nothing makes me prouder than to see him given the much-deserved opportunity to take the Sazerac AUNZ business on its next journey of growth.”

The move to change Southtrade’s name to Sazerac follows the successful creation of the company’s European commercial structure.

Sazerac President and CEO, Jake Wenz, said: “The renaming of Sazerac’s various global offices marks an important step in our globalisation efforts by allowing us to connect Sazerac’s heritage and history from our sites and homeplaces around the world into a single identity.”

Sazerac acquired Southtrade International in 2016 and Noble has been its Managing Director for the last eight years.