EDRINGTON ADOPTS THE EURO

Published: 23 July, 2008

Edrington, the independent Scotch whisky group, is showing prices in euros as well as sterling and is trading in the new currency on its websites. Well over 40% of our sales volume derives from mainland Europe and we are targeting the territory for further expansion,' said Ken Grier, Edrington's brands director. Euro rates appear on The Famous Grouse, The Macallan and Highland Park websites as well as on the Black Bottle label. The prices are updated daily due to exchange rate fluctuations. All financial transactions on websites involve credit cards and purchases will be displayed on monthly statements in euros. It seems a logical extension to use euros and it forms part of a shopping basket of 12 currencies we use,' Grier added. Certainly, the facility to buy goods in euros forms an integral part of our various websites and is not displayed just for illustrative purposes. The euro is a fact of life and we have embraced it like any other major legal tender.' Edrington also intends to introduce a euro pricing policy for its visitor centres. * The power of the web was shown when The Macallan released its second Exceptional Single Cask, cask strength bottling. The allocation on the Internet was snapped up within ten days,' said Grier.

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