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.