Luis Bach is new president of Unesda

Filed by Claire Phoenix

Luis Bach

He takes over the two-year presidency, which will run from mid-2009 to mid-2011, from outgoing president Graham Neale, general manager of GlaxoSmithKline nutritional products.

In his initial speech following the Unesda General Assembly meeting in Vienna on 29 May, Luis Bach paid tribute to the work carried out in enhancing the image of the industry, and winning accolades from the European Commission (including being ‘Named and Praised’ by DG Health and Consumer Protection).

“We’ve managed to change the perception of key opinion leaders as to who we are and what we do,” said Bach. “Our approach has been, and will always be, to support self-regulation as the most efficient and effective way to address key issues. We need to continue working transparently, always keeping in mind the significant contribution that our industry makes to society, enhancing conviviality and variety while providing pleasure and hydration.”

He also outlined his goals for the industry over the next two years:

• The importance of continuing dialogue with all stakeholders to promote the image of our industry.
• The necessity to convince all stakeholders on the benefits of self regulation vs the willingness of some stakeholders to create additional and unreasonable rules related to our business.
• The need for the non-alcoholic beverages sector to consider extending its current marketing commitments to digital marketing.

Luis Bach (53) – a Spanish national – was appointed CEO of Orangina Schweppes at the beginning of 2008. He was formerly regional director Northern Europe, Middle East and Africa for Bacardi-Martini Group, where he spent more than 28 years in a variety of roles and with responsibilities for different regions.

Source: Unesda