Australia’s liquor retail industry is an incredibly diverse landscape, from pioneering new trends to upholding time-honoured traditions. But beyond the brands and products, it is the individuals within this industry whose passion and dedication create such a dynamic market.
In each instalment of our ‘Five minutes with…’ series, National Liquor News puts the spotlight on a key figure in the industry, sharing a glimpse into their personality and the experiences that underpin their achievements.
Each fortnight, we will dive into the professional accomplishments and unique perspectives of our industry’s dynamic leaders, uncovering their personal stories of success.
This week, we sat down with Eveline Albarracin, who stepped into the role of Senior Vice President, Managing Director APAC at Brown-Forman in August, after joining the business as Managing Director ANZPI in 2020.
NLN: How long have you been with Brown-Forman, and can you share a bit about your journey to becoming SVP, MD of the APAC region?
EA: I’ve been with Brown-Forman for close to five years, having first joined as Managing Director for Australia, New Zealand, and the Pacific Islands. In 2022, I expanded my responsibilities to cover India, the Middle East, North Africa, and Turkiye, and now I oversee the broader Asia-Pacific region. Before starting my journey with Brown-Forman, I spent two decades in the pharmaceutical industry.
The journey has been incredibly rewarding. Being with Brown-Forman has really allowed me to engage with talented individuals from diverse backgrounds and markets.
NLN: What are some of the key milestones or lessons in your career that have shaped your understanding of the industry?
EA: Never stop learning! Continuous learning and adapting to stay ahead of the curve is important. Expanding my responsibilities, most recently to lead the APAC region, would be a recent one that has provided me with opportunities to broaden my industry understanding. Learning from different markets, understanding their specific needs, and actively listening to our people are all important steps that continuously help shape my knowledge.
NLN: How do you ensure Brown-Forman stays ahead of industry trends and changes?
EA: First seen in our founding brand Old Forester, our founder George Garvin Brown had a relentless focus on quality and innovation. Today, we honour his legacy by prioritising quality over quantity. Our brands are crafted through a blend of traditional methods and modern innovation, celebrating the places and people who bring our spirits to life. Brown-Forman prides itself on every brand in our portfolio having its own story and roots. Every product innovation and new product launch must meet our high-quality requirements and fit into our premium portfolio.
Through local market adaptation, we also tailor our strategies to fit consumer tastes, which is important in APAC. We need to ensure it resonates with the region’s many different audiences by leveraging localised marketing and unique consumer experiences.
NLN: As SVP, MD of Brown-Forman APAC, what are your ambitions for the year ahead?
EA: We have been observing the macro trend toward premiumisation for years, and APAC remains one of the fastest-growing markets for premium spirits. This means that consumers are willing to spend more money on a higher quality product.
The ambition is to continue driving that growth by delivering high-quality products. Brown-Forman owns at least one of the top five brands globally in the four strong growth categories: super-premium American whiskey, super-premium tequila, ultra-premium gin, and ultra-premium rum. This portfolio evolution alongside product innovation provides us the best opportunity for long-term growth and value creation. Alcohol responsibility continues to be important. It is where it all starts for us, and it is how we will grow and reach into the future. We ensure our products are being marketed and enjoyed responsibly by encouraging awareness and empowering mindful choices. At Brown-Forman, we encourage everyone to take a moment to pause and reflect, because with that we will make the best decisions for ourselves, for the company, and for our communities.
On the people side, I am a huge believer in inclusive leadership. I am committed to ensuring that we put both our employees and our values at the forefront of all our decisions and actions. Ultimately, this benefits all parties: our consumers, our clients, and our people.
NLN: What keeps you inspired?
EA: In the words of Jack Daniel’s, “Every day we make it, we’ll make it the best we can”.
I’ve always been drawn to brands that have withstood the test of time. Brown-Forman has been building exceptional spirits brands, and it’s incredible to think that for the past 150 years and counting, we’ve been building brands that continue to inspire generations.
Our resilience, having navigated challenges like Prohibition, and more recently, the pandemic, is something that I admire deeply as well. But beyond the history, it’s the stories behind our brands and the adaptability of our people that really resonate with me. Our people’s ability to adapt to changing times while upholding our core values makes me proud to be part of this journey. It reminds me that what we’re building today has a lasting legacy.
NLN: Outside of work, what hobbies do you have, or how do you enjoy your spare time?
EA: Whether it’s taking long walks, playing tennis, or hiking, I love staying active and spending time outdoors. I’m also a huge fan of F1 racing and enjoy watching the races whenever I can; and with the collaboration of Jack Daniel’s and McLaren, it brings me so much closer to my enjoyment of F1. Needless to say, I am an avid supporter of McLaren! Unsurprisingly, I enjoy exploring new hospitality venues and trying different cuisines, and find that travelling is a great way to do so. When I’m not busy outdoors, reading and watching a good movie are my ways to unwind after a busy week.
