Edrington Group creates two Asia based sales and distribution teams
The Edrington Group, makers of The Famous Grouse and The Macallan is to open its first wholly-owned sales and distribution teams in two Asian export markets.
The Glasgow-based group will now have direct responsibility for all if its sales activity in South Korea and Taiwan, both of which have been identified for their long-term growth potential for the company's premium brands.
The two teams will commence trading on 1 April and employ 155 people between them.
The Maxxium Taiwan operation will have its headquarters in Taipei with sales offices in Taoyuan, Taichung and Kaohsiung while the Maxxium Korea business will be based in Seoul with a sales office in Pusan.
Paul Ross, commercial director for Edrington said: “Despite the present economic difficulties encountered in certain markets, the trends remain positive and we are cautious but confident that both mature and emerging markets will continue to grow on a sustainable basis.”
Roos continued to say that Edrington had completed ‘major capital investments’ at its distilleries to meet projected future demand.
“Our new simplified business structure is designed to enhance the company's leadership position in what are key markets and will bring us closer to customers and consumers, as well as consolidating our position as category leader. The goal is to drive value and growth in main markets, such as Korea and Taiwan, which should benefit from significant operational and market advantages as a direct result of the new structure.”
Under its new route-to-market, Edrington will also set up wholly-owned operations in the Norway, Sweden, Denmark, Finland and join forces with Beam Global Spirits & Wine in another 18 countries spread across Asia Pacific and Europe with combined sales of £1.07billion.
Sales activity in all these markets was previously carried out by a four-partner alliance of drinks companies, called Maxxium, which has been restructured following the departures of Absolut vodka and Remy Cointreau.
Edrington's new distribution vehicle will play a major role in generating further sales of the group's portfolio of premium Scotch whisky and golden rum brands. Exports account for about 90 per cent of the group's production following the purchase of a majority stake in golden rum Brugal last March.
The new distribution network will mean that Edrington will have more than doubled its staff numbers from 850 to nearly 2,200 in the last 12 months, two thirds of whom are now based overseas.