About me : Aude Bourdier
I bring 35 years in the spirits industry, a diverse and enriching professional journey, evenly divided between domestic markets and Global Travel Retail, in Marketing, Commercial and General Management roles. My career has spanned both Europe and Asia, where I have had the privilege of living and working. It began in 1989 with Moet-Hennessy-Diageo in Singapore, an experience that introduced me to the world of wine and spirits and laid the foundation for my future path. I then spent 27 years with the Bacardi Group (Bacardi, Martini, Bombay, Grey Goose, etc), where I deepened my expertise and contributed to the building of iconic brands. Most recently, I have spent seven years with Brown-Forman (owner of Jack Daniel's among others), as VP Marketing Director Asia and Global Travel Retail, VP Managing Director Global Travel Retail and lastly VP Managing Director France & Belux. I am profoundly grateful to these three organizations for the opportunities they provided. Through them, I have travelled more extensively than I ever imagined, acquired invaluable knowledge, and most importantly, built lasting relationships with exceptional individuals. I also had the privilege of completing the High Performance Boards program at IMD in Lausanne, a globally recognized executive institution renowned for its excellence in governance education.
The reason why
Throughout my career, I came to recognize a consistent and deeply meaningful pattern: I was the person colleagues turned to for guidance, whether for immediate support or longer-term mentorship. These requests spanned a wide range of professional challenges, from resolving customer issues and navigating complex processes to shaping strategic direction.
Equally often, I was sought out for personal development and career advice, especially during pivotal moments involving interpersonal dynamics or critical transitions. These countless interactions were, without question, the most rewarding aspect of my professional life. I quietly helped unlock countless demanding situations and supported many individuals - always behind the scenes. My motivation was never personal gain, but the sincere satisfaction of having helped others, and through them, to the success of the organization. It was simply the right thing to do.
In the Press
Here are media mentions and press features that tell my story better that I could ever do.
‘Resilience by design’ – Aude Bourdier launches AMB Futureproof consultancy.
by Mark Lane | 22 September 2025
Highly-respected travel retail industry veteran Aude Bourdier has established AMB Futureproof, a consultancy dedicated to helping companies and professionals “build resilience and thrive in an era of constant change”.Bourdier brings a strong track record, notably in the drinks sector, to her new venture."
by Mark Lane | 22 September 2025
"Aude Bourdier (Brown Forman France), une vie au service des spiritueux. Aude Bourdier, directrice de Brown-Forman France depuis juin 2022, a toujours évolué dans l'univers des spiritueux. Bacardi, Martini au début de sa carrière. Jack Daniel's, Diplomatico aujourd'hui. Son mantra ? Que les équipes commerciales et marketing travaillent ensemble."
Par Sylvie Leboulenger | 20 avril 2024
"Aude Bourdier, VP Managing Director, Brown-Forman GTR.
In a wide-ranging interview, Aude Bourdier, VP Managing Director at Brown-Forman Global Travel Retail, talks to TRBusiness about the road to recovery."
By Luke Barras-hill | 25 January 2021
By Luke Barras-hill | 25 January 2021
