Brown-Forman Corporation has a new senior vice president and president for the United States and Canada as Jeremy Shepherd assumes leadership of the commercial organization.

Shepherd leads Brown-Forman’s largest and most valuable market, an important driver of the company’s growth within its premium and ultra-premium portfolio of tequila and whiskey brands.

“The opportunity to build from Brown-Forman’s incredible legacy and grow our world-class portfolio in our largest market is a dream come true,” said Shepherd in a news release. “I look forward to expanding our diverse culture and delivering results that show why there’s nothing better in the market than Brown-Forman.”

Shepherd’s appointment was first announced in March 2022, as part of changes to the company’s executive leadership team. John Hayes held the position since June 2018 and retired this month after 35 years with the company.

Shepherd, a 17-year veteran of Brown-Forman, most recently served as vice president, managing director, for the United Kingdom and Ireland. During his time in London, Shepherd built and successfully launched Brown-Forman’s owned-distribution organization, in the midst of the COVID-19 pandemic and country-wide lockdowns.

He began his career at Brown-Forman in 2005, as commercial manager for Canada and has held commercial leadership roles in New York, Louisville, and London. Shepherd served as executive sponsor of Brown-Forman’s employee resource group (ERG) Young Professionals UK chapter and SEED, the ERG supporting, elevating, and enriching ethnic diversity at the company.

Before joining Brown-Forman, Shepherd worked in various marketing and commercial roles for Coca-Cola Enterprises and Bacardi Canada. He holds a Bachelor of Commerce in Marketing from the University of Alberta.