Edrington sets up sales teams for Far East

Published on Tuesday 24 March 2009 20:34

EDRINGTON, the maker of the Famous Grouse and Macallan whiskies, has founded the company's first wholly-owned sales and distribution teams in two key export markets in Asia.

The new divisions will give Edrington direct responsibility for its sales activity in South Korea and Taiwan – the fifth and ninth biggest countries for Scotch whisky sales by value.

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.

Sales activity in 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.

The new distribution groups will employ 155 people between them. Exports account for about 90 per cent of the group's production following the purchase of a majority stake in Brugal, the market leader in golden rum in the Caribbean, last March.

Edrington's commercial director, Paul Ross, 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."

He added: "The goal is to drive value and growth in main markets, which should benefit from significant operational and market advantages as a direct result of the new structure."