New president for V&S Absolut

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V&S Absolut Spirits has appointed a new president to succeed Bengt Baron. Ketil Eriksen will take up his new post on April 1 2005

Ketil Eriksen joins the Swedish liquor supplier from Colgate-Palmolive AB, where he was general manager for Sweden and Finland for five years. He has also previously worked for Swedish brewery Spendrups Bryggerier AB as marketing director. He is currently chairman of the board for the Swedish Cosmetic, Toiletry and Detergent Association.
 
Eriksen said: "I'm confident I will be able to contribute to the business area's continued success through my extensive experience of marketing and selling global consumer products."
 
Bengt Baron, who was named CEO for the V&S Group earlier this year, said: "Ketil Eriksen has worked for more than 16 years overseeing marketing and sales of global, fast-moving products. This experience will serve him well and give him the foundation he needs to continue to build on V&S Absolut Spirit's success."
 
Eriksen added: "I'm excited about the challenge to promote such a well-established, successful brand as Absolut while simultaneously cultivating our other international brands."
 
V&S Absolut represents a number of duty-free's leading liquor brands, including Absolut and Danzka vodkas, Plymouth Gin and various Scandinavian bitters.