ASIA: Edrington Group to establish sales, distribution teams
The Edrington Group has announced plans to create two separate sales and distribution teams for South Korea and Taiwan, as part of the Scotch whisky firm's role in the reorganisation of the Maxxium venture.
Edrington will have wholly-owned sales and distribution teams for its brands, including The Famous Grouse, in both countries, it said today (24 March).
The move comes as Edrington and Beam Global Spirits & Wine prepare to start an international distribution alliance to continue from the current Maxxium Worldwide distribution venture. Remy Cointreau will exit Maxxium on 31 March, while Pernod Ricard took Vin & Sprit out of the venture last autumn.
Edrington said that its two teams in South Korea and Taiwan, which will operate under the Maxxium name, will employ a combined 155 people. The two countries are the fifth and ninth largest markets in the world for Scotch whisky respectively.
Edrington commercial director Paul Ross said: "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."
As part of the Maxxium re-jig, Edrington will also set up wholly-owned operations in Norway, Denmark, Finland and Sweden. It will have combined sales teams with Beam Global in 18 countries spread across Asia Pacific and Europe.
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