Spirits maker Bacardi Ltd. has appointed Stefan Bomhard, who had been head of Kraft's European coffee business, as regional president of Europe, Middle East and Africa.

Bomhard, 42, joins Bacardi on Oct. 1 and will be based in Geneva. Previously he had been based in Zurich as he oversaw Kraft's coffee business in the region.

He will be responsible for the company's commercial operations in the region, Bacardi said in a news release Friday.

Bomhard takes over for Robert Furniss-Roe, who led the region on an interim basis starting in May, along with maintaining his duties as Bacardi Ltd. vice president of corporate planning and communications.

Until this past spring, when Kraft Foods Inc. bought British candy maker Cadbury, Bomhard had been Cadbury's chief commercial officer overseeing marketing, the category and sales for chocolate, gum and candy brands, since 2009.

He has also served as senior vice president of marketing and business development for Unilever Foodsolutions, and chief operating officer for the company in Europe.

His other experience includes joining Diageo as vice president of marketing for Burger King in Europe, the Middle East and Africa. He also was senior vice president of marketing for Burger King USA and general manager for Burger King in Southern Europe.

He started his career with The Procter & Gamble Co. in 1991, holding marketing positions in Europe, serving as brand manager for Pampers there and marketing manager in Russia.

Bacardi, based in Hamilton, Bermuda, makes brands such as Bacardi rum, Grey Goose vodka, Dewar's Scotch whisky and Bombay Sapphire gin.