The idea being that the Scotland-based premium spirits company will control distribution of its brands in the world’s largest premium spirits market.
Edrington’s portfolio includes:The Macallan, Brugal rum, The Famous Grouse, Cutty Sark, Highland Park and Snow Leopard vodka.
Edrington is privately owned by a charitable trust, The Robertson Trust. It says that as a result of Edrington’s success, it was able to donate more than £15 million to charitable causes last year. The company says the business model allows it to make long-term strategic investments in product quality and brand building.
The launch of Edrington Americas will strengthen Edrington’s route to market, through a quadrupling of headcount, an expanded New York headquarters and new regional offices in Miami, Chicago, Dallas and Orange County.
Edrington Americas’ president and CEO Paul Ross said: “The US is the world’s largest premium spirits market and continues to grow significantly as more consumers gain an appreciation for premium spirits. Edrington’s award-winning brands, such as The Macallan and Brugal are already extremely popular among US consumers and the launch of Edrington Americas means that we are well positioned to capitalise on the opportunities for our portfolio.”
Edrington has also announced that it has signed long-term agreements with the leading distribution groups across the US, including Charmer Sunbelt Group, Martignetti Companies, Republic National Distributing Company, Wirtz Beverage Group and Youngs Market Company. These agreements establish Edrington’s route to US consumers across North America.
The company states the launch of a significantly expanded business in the US demonstrates its confidence in the continuing potential for growth in the market. Edrington Americas will allow the company to expand its reach to major cities across the US, where premium spirits - particularly Scotch malt whiskies and premium rums - are gaining market share and forecast to continue growing.
Edrington says this is a part of the company’s distribution strategy and builds on the success last year of establishing new marketing and distribution companies in South East Asia and the Middle East.