EDRINGTON GEARS FOR GROWTH

Published: 23 July, 2008

Edrington, the Scotch whisky group, flew in 60 international executives as part of its drive to boost the overseas sales of The Famous Grouse, The Macallan and Highland Park in emerging and developing world markets. The Glasgow-based group, which exports about 60% of production, compared to an industry average of 90%, held a two-day seminar for Edrington's global network of distributors at the group's new 2.5 million visitor centre, The Famous Grouse Experience, now open at Glenturret, Scotland's oldest distiller. Ian Good, Edrington's chairman and chief executive, said: We need to capitalise on the fact that Scotch is seen as a quality, fashionable product, particularly with the younger generation overseas. We believe we have the brands which will respond to our increased marketing spend,' he said. Our shareholding in the Maxxium partnership (which also includes Jim Beam, Rmy-Cointreau and Absolut Vodka) gives us a strong global distribution network. This will assist in opening up new opportunities and lead to an increased market share.' Good and his fellow directors believe that the time is now right to mount a major drive to increase sales of blends and malts in targeted countries in the Far East and Latin America, where there are signs of an upturn in activity and where the group has a lower than average market share. The company also believes that there is further scope for growth in mainland Europe, where The Famous Grouse and Cutty Sark have built solid foundations in countries such as Spain, the number one Scotch export market, Greece and Portugal.

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