Bowmore set for review following Fior closure
Following the closure of distribution company Fior Brands, a number of highprofile drinks clients, including Morrison Bowmore, may be on the look out for new marketing agencies.
The Stirling-based company, in partnership with each brand manager, was responsible for the distribution and promotion of its portfolio brands.
Fior Brands, which was part owned by Campari International and Morrison Bowmore, closed its doors this month, transferring its portfolio south to Cellar Trends, in Derbyshire.
As a result of the closure, up to ten marketing and sales staff were made redundant by the company.
It is now thought that Morrison Bowmore is in the hunt for a new design agency, following the recent move.
Mike Keiller, chief executive of Morrison Bowmore, has said that Fior’s closure was due to the lack of finance to build the business.
Keiller said: “We always struggled with the scale of our business, the size of the revenues that business could generate versus the cost of running it...we couldn’t afford with Fior Brands to increase the size of the business.”
Susan Young, editor of Scottish drinks industry magazine, The Dram added: “This is a trend towards consolidation in the industry, but it is also a shame, as the guys at Fior did a good job marketing their brands. It is, however, also part and parcel of what is going on in the industry at the moment.” The moves sees Cellar Trends pick up spirit brands such as Campari, Cinzano vermouths and sparkling wines, Skyy Vodka, Glen Grant, Bowmore Islay Single Malt, Midori and Grand Marnier.
It is thought that Cellar Trends will be involved in marketing many of its new brands, but it is rumoured that several names, including Morrison Bowmore, while remaining with the company, will now look elsewhere for its marketing needs.