UK: Former Bacardi man joins Edrington's The Macallan

By | 7 August 2012

A new marketing manager for The Macallan at Edrington Group

A new marketing manager for The Macallan at Edrington Group

The Edrington Group has confirmed the appointment of a new global marketing manager for its The Macallan single malt whisky brand.

The company, which also owns The Famous Grouse and Highland Park, said earlier today (7 August) that Jaume Ferràs Santín will assume the position. Ferràs Santin joins Edrington from Bacardi's Spanish unit, where he was marketing manager for Martini.

Prior to his five years with Bacardi, Ferràs Santín worked with Edrington as a brand manager for The Famous Grouse in Spain.

When contacted by just-drinks, a spokesperson for Edrington said that he replaces Francis Coulter at The Macallan. Coulter left Edrington last August after only four months in the role.

Ferràs Santín will be responsible for “developing the overall positioning of The Macallan, working with partners from around the world, and driving the creative development of the brand”, the company said.

Expert analysis

Edrington Group in Spirits (World)

Facing challenging conditions in core markets, Edrington is under growing pressure to diversify its operations in terms of both product offer and geographic reach. This profile analyses the strongest opportunities for developing the company’s existing offer in both established and new markets, and considers the most attractive options for extending its reach into new categories.

Sectors: HR – personnel, Spirits

Companies: Edrington, The Macallan, Bacardi, The Famous Grouse, Highland Park

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