Shervene ‘Shev’ Blackburn is the new Global Director of Advocacy & Experience at Bacardi, stepping into the role previously held by Jacob Briars.

Blackburn returns to Bacardi after four years at William Grant & Sons. She previously spent 10 years with Bacardi in roles in Regional Customer Marketing and as Head of Advocacy for the UK. 

Originally from New Zealand, Briars was with Bacardi for 15 years. He is recognised as one of the industry’s experts on drinks trends and was once described by Gotham as the “mack daddy of millennial nightlife.”

Blackburn brings more than 20 years of industry experience across operations, advocacy, customer and consumer marketing.

Bacardi Global VP, On-Trade, Strategic Partnerships & Brand Homes Sean Kerry said: “The hospitality world runs on more than great service; it’s built on authentic relationships, mutual respect, and unforgettable experiences.

“As a family-owned company, relationships truly matter at Bacardi and serve as the foundation for how we work with our partners to deliver memorable guest experiences. Shev has deep roots in our industry that will further strengthen our work supporting our partners at the world’s most influential bars, restaurants and hotels.”

Blackburn said: “There has never been a more important time to invest in advocacy and experience. As the trade calls out for community engagement and guests crave real-life connection, the need to evolve how brands support hospitality must be front and center of future brand building.

“I am beyond excited to return to Bacardi and lead the charge on this important mission.”