Australian craft gin producer Four Pillars has announced the appointment of three new international leads within the business as it sets out to solidify its presence in key global markets and enter new markets.
Joining the international team, which is led by Four Pillars GTR & International Director David Hogan (ex-Bacardi), the new recruits are Head of Asia Karan Tuli, Head of EMEA Ellie Nash, and Head of the Americas Jen Bailey.
Tuli leaves behind his most recent role as Customer Marketing Manager, Global Travel Retail at William Grant & Sons, with further experience driving brand expansion for the Bacardi portfolio. Having played a pivotal role in the growth of Hendrick’s Gin and Bombay Sapphire, Tuli is excited to bring his experience in brand evolution to Four Pillars.
“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,” he says.
New Head of EMEA Nash also brings experience with international brands to the role, having worked most recently at Bacardi with Grey Goose and Bombay Sapphire.
Explaining what she will bring to the role, 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.”
Rounding out the team, Bailey will draw on her eight years of experience as a core member of the Four Pillars team, with a tenure that has spanned media and communications, trade marketing, commercial and export management, and most recently saw her hold the position of Head of International Trade Marketing & Engagement.
“This year will see us implement a number of strategies to build our foundations in the Americas,” she says. “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.”