Southtrade International Managing Director leaves for new challenge in Asia

Southtrade International, the Australian subsidiary of New Orleans based liquor company Sazerac, has today announced that Managing Director, Ray Noble, is leaving the Australian business to take up the newly formed role of Managing Director North Asia, Southeast Asia and Greater China.

The promotion comes after eight years as Managing Director of Southtrade International and a career in the Australian liquor industry that spans 30 years. Noble came through the ranks as a sales rep for Rémy Cointreau before moving to Swift and Moore working on the Jack Daniels and Southern Comfort brands. In 2006 Noble worked as Brand Director on North American Whiskey for Beam Suntory continuing work on the Canadian Club brand as well as Makers Mark and Jim Beam.

Noble took on the role of Managing Director at Southtrade following a brief stay at Bacardi as Marketing Director. The lure of building the Southtrade business, after the departure of founders Tony Stubley and Dave Higgins, was strong as Noble built upon their work to grow the business to seven times the size across the eight years, now turning over $210 million.    

"I still pinch myself about how lucky I have been to have worked on some of the best brands with some of the most talented people to achieve incredible results together. I am extremely proud of the many things we achieved on the brands I was fortunate enough to lead and even prouder of the many friendships I have made along the way. I am thankful to have met so many great Industry legends across this journey that have provided me support and guidance to help me grow both personally and professionally."

"While I love the AUS Liquor Industry, I was ready for a new challenge and am very grateful that Sazerac has created a new role of Managing Director North Asia, Southeast Asia and Greater China where I will be responsible for driving growth on our core brand portfolio priorities in the region. Lots for me to learn and I am excited by the many opportunities still to unlock,” said Noble. 

In the same statement, Southtrade International announced Fraser Lockwood as the new General Manager. Lockwood is currently the Marketing Director and in Noble’s own word’s has been his "right-hand person for the last seven years.”