Australian craft gin maker Four Pillars has appointed new international leads as part of its strategy to expand globally. Karan Tuli becomes head of Asia, Ellie Nash head of EMEA, and Jen Bailey head of the Americas.
David Hogan, international director for global travel retail (GTR), said the recruits complete the international team to cement the brand’s status in key global markets and broaden its presence on new shores. The company has focused on a global expansion strategy after its acquisition by Lion last year.
Tuli, who joins from William Grant & Sons (WG&S), will be responsible for driving the brand’s growth across both the GTR and domestic channels in Asia.
Before WG&S, Tuli held commercial and marketing roles with Bacardi and was instrumental in driving growth for Hendrick’s Gin and Bombay Saphire, an experience ideal for the next “pivotal stage” in Four Pillars’ evolution, the Australian company said.
“I look forward to working with our key Asian partners across the GTR and domestic channels,” said Tuli.
Nash previously worked on major international brands, including Grey Goose and Bombay Sapphire, aiming to widen Four Pillars’ distribution in Western Europe.
“I look forward to building on the momentum of 2023,” remarked Nash. “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,” said Nash.
Meanwhile, Bailey, a member of the Four Pillars team for more than eight years, will focus on building the brand’s foundations in the Americas through innovative activities and partnerships.
Bailey has previously worked across media and communications, trade marketing, commercial and export management, and most recently, as head of international trade marketing and engagement.
“This year will see us implement several strategies to build our foundations in the Americas,” she added.
“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.”
