February 15 2024  |  Spirits & Tobacco

Four Pillars targets global market with new appointments

By Laura Shirk

Karan Tuli (left), Ellie Nash (center) and Jen Bailey have taken on new roles at Four Pillars

Multi-award-winning Australian craft gin brand Four Pillars has appointed three international leads across the business: Head of Asia, Karan Tuli; Head of EMEA, Ellie Nash, and Head of the Americas, Jen Bailey.

Led by ex-Bacardi and industry veteran, David Hogan as the Four Pillars GTR & International Director, the new recruits round out the international team, cementing the brand’s status in key global markets and broadening its presence on new shores.

Four Pillars’ new Head of Asia, Karan Tuli, joins from a background most recently at William Grant & Sons (WG&S), heading up customer marketing (global and regional) for its full portfolio of brands. Prior to WG&S, he held both commercial and marketing roles with Bacardi, driving expansion across its full brand lineup. Having been instrumental in the growth of both Hendrick's Gin and Bombay Sapphire, Tuli is positioned to bring his experience to Four Pillars at this pivotal stage in the brand's evolution.

“It’s an exciting time to join the Four Pillars team as we continue to see strong growth in the Asia region,” he said. “I look forward to working with our key partners in Asia across both the GTR and domestic channels.”

Joining from Bacardi, the new Head of EMEA, Ellie Nash, brings a breadth of experience from her time working on major international brands including Grey Goose and Bombay Sapphire.

“I look forward to building on the momentum of 2023. After winning at the IWSC awards, we were named 2024 Gin of the Year by the Whisky Exchange. 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,” Ellie said.

The new Head of the Americas, Jen Bailey, has been a core member of the Four Pillars team for over eight years, having joined the company in its infancy. Throughout her tenure, Bailey has worked across media and communications, trade marketing, commercial and export management, and most recently as Head of International Trade Marketing & Engagement.

“This year will see us implement a number of strategies to build our foundations in the Americas,” she said. “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.”

Celebrated as one of the most dynamic gin brands in the world, the last few years have seen Four Pillars receive accolades across the sector, most notably as the IWSC’s International Gin Producer of the Year (2023) and the inaugural global winner of the Green Spirit Initiative Trophy (IWSC 2022), helmed by the2023 Master Distiller of the Year, Cameron Mackenzie, as awarded by the UK’s Gin Magazine.

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