Four Pillars goes global with new international team

February 13, 2024
By Cody Profaca

Lion-owned Four Pillars is heading into 2024 with an elevated international focus following the appointment of three new international leads: Karan Tuli as Head of Asia (L), Ellie Nash as Head of EMEA (C), and Jen Bailey as Head of the Americas (R). 

The new international team will be headed by ex-Bacardi David Hogan, Four Pillars’ GTR & International Director. The international leads will primarily be responsible for cementing the brand’s status in global markets and in broadening its presence on new shores. 

“It’s an exciting time to join the Four Pillars team as we continue to see strong growth in the Asia region,” said Karan Tuli. 

Karan, who is based in Singapore, is joining Four Pillars after 2 years in various marketing manager positions at William Grant & Sons.

“I look forward to working with our key partners in Asia across both the GTR and domestic channels.”

The new head of Europe, the Middle East and Africa (EMEA) is London-based Ellie Nash, who has previous experience working with major international brands such as Grey Goose and Bombay Sapphire from her time at Bacardi. 

“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.”

The winning gin, the Four Pillars Rare Dry, was the first Australian gin to take home the top prize at the prestigious awards ceremony. The timing of the award served as the perfect 10-year anniversary gift for Four Pillars, building up its momentum as it heads into 2024.

“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 Ellie.

Rounding out the team is long-term Four Pillars member Jen Bailey, who has worked across media and communications, trade marketing, commercial and export management, and most recently as Head of International Trade Marketing & Engagement since the distillery’s infancy. 

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

“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.”

Lion Brewery assumed 100% ownership of Four Pillars in July of last year, after initially purchasing 50% for a rumoured $40 million in 2019. Since then the distillery has continued to develop in a significant way, including appointing a new agency to shape digital growth in collaboration with Stone & Wood, adding to its RTD portfolio, and having Four Pillars Co-Founder and Distiller Cameron Mackenzie and Head Distiller Sarah Prowse installed into the Gin Guild, the world’s oldest community of gin-makers and leaders. 

Since being founded in 2013, the Yarra Valley-based distillery has firmly established itself as a worldwide industry benchmark, earning accolades such as International Gin Producer of the Year in 2019, 2020 and 2023 by the IWSC, along with being bestowed the IWSC’s inaugural Green Spirit Initiative Award in 2022.

In 2020, Four Pillars also expanded its cellar door presence into Sydney upon opening the Four Pillars Laboratory, Surrey Hills.

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