A scotch whisky distiller, when asked recently if he made any blends, was gloriously sniffy and dismissive of blended whisky. It would have been interesting to see and hear what he would have made of the Johnnie Walker Directors Blends, which I got to taste last Thursday (November 28) in London.
He is currently global sales leadership director for Bacardi Limited and he will also continue in this role. Birch has been at the company for 15 years.
Previous Bacardi GTR managing director Andrew Carter is to join Treasury Wine Estates.
Before joining Bacardi, Birch worked for Coca-Cola and Virgin in various sales, marketing and operations roles.
Birch will be based in London and will commence his new role from May 1.