The Scottish spirits producer and distributor intends to establish new sales, marketing and distribution companies in the US, South East Asia and the Middle East. These markets collectively account for 26% of Edrington’s total sales.
The company says: “This expanded distribution network significantly strengthens Edrington’s route to market and brings the company’s premium spirits closer to consumers in these key geographies. It will allow for increased investment in Edrington brands and demonstrates the company’s confidence in the continued growth potential of its premium spirit brands.”
This is how the company envisages the changes:
· Edrington USA will assume the distribution of Edrington brands in the US, the world’s largest premium spirits market. Demand for premium malt whisky is growing by 16% per annum as the market adds a million new spirits consumers each year. Edrington USA will expand the company’s reach to major cities across the USA, opening offices in Chicago, LA, Dallas, Miami and expanding its office in New York. The company sees significant opportunities for the brands, particularly The Macallan and Brugal Extra Dry rum.
· Edrington Singapore Pte Ltd will manage the brands in markets across South East Asia, including Singapore, Malaysia, Vietnam, Indonesia, Thailand, the Philippines, Cambodia and Laos. South East Asia has played an increasingly important role in the global success of Edrington, and The Macallan is the leading premium single malt whisky in South East Asia.
· Edrington FIX is a new joint venture with FIX Wines and Spirits that will distribute spirits to growing markets in the Middle East, the Gulf and North Africa (MENA). Edrington FIX will focus on key cities and the travel retail market.
Last year Edrington created Edrington Africa in South Africa, which targets key markets in sub-Saharan Africa.
Edrington chief executive, Ian Curle, said: “Today’s announcement marks a step change in business. Worldwide demand for premium and super-premium spirits continues to grow and by expanding our distribution capabilities so significantly we are seizing the opportunity to increase investment in our brands and reach even more consumers who are showing a growing appreciation of premium spirits,” said Curle.