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Glasgow Business . 23

Case study

Edrington raises a glass to expansion into global markets

In June, Edrington Group, the leading distiller, announced a major expansion of its international distribution network. The move means that the

Glasgow-headquartered company takes control of operations that span three continents and include the world’s largest and most dynamic spirits markets. Over the next year Edrington will establish new sales, marketing and distribution companies in the US, South East Asia and the Middle East – markets, which taken together, currently account for 26 per cent of the group’s sales. The aim of the expanded distribution network is to strengthen significantly Edrington’s route to market, bringing the company’s premium spirits closer to consumers in the three key areas. At a time when there have

been real question marks over large corporates’ willingness to invest, Edrington’s investment in its key brands internationally marks its confidence in the continued growth potential of its premium spirit brands. In the US, Edrington USA will assume the distribution of group brands in what is the world’s largest premium spirits market. Demand for premium malt

Ian Curle

”By expanding our distribution capabilities we are seizing the opportunity to reach more consumers“

whisky is growing by 16 per cent per annum as the market adds a million new consumers each year. Edrington USA will expand

the group’s reach in major cities across America, opening offices in Chicago, Los Angeles, Dallas, and Miami, plus expanding its office in New York. The company sees growth opportunities for its brands, particularly The Macallan and Brugal Extra Dry Rum. In South East Asia, Edrington

Singapore will manage the brands across South East Asian markets, including Singapore, Malaysia, Vietnam, Indonesia, Thailand, the Philippines, Cambodia and Laos. The region plays an increasingly important role in the global success of Edrington with The Macallan being the leading premium single malt whisky in South East Asia.

In the Middle East, Edrington

FIX is a new joint venture with FIX Wines and Spirits that will distribute the brands to growing markets of the Middle East, the Gulf and North Africa (MENA). Edrington FIX will focus on key cities in the region and the travel retail market. These developments follow

the creation last year of Edrington Africa in South Africa which targets markets in sub-Saharan Africa. Ian Curle, Chief Executive

of Edrington, described the international trade investment as a “step change in Edrington’s business”.

He said: “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.”

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