The Edrington Group appointed Eileen Livingston as managing director of rum brand Brugal’s global markets in 2020. With a background as a senior director for Scotch whisky at Beam Suntory, she has experience managing brand strategies for spirits and is working on strengthening the image of Brugal in the more upmarket parts of the category.
“Post-pandemic, people are looking for brands that invite them in” – Brugal on the “welcoming” category of premium rum
Fiona Holland speaks to Brugal’s Eileen Livingston about changing traditional consumer conceptions of rum and why premiumisation is essential to the brand’s future.