The Scotch whisky group, Edrington, whose brands include The Macallan and Famous Grouse, has opened a representative office in China. The office in Shanghai is to act as its headquarters for the Asia Pacific region.
The new office is a key element in a multi-million pound investment in Asia by Edrington aimed at growing its key brands.
The office will be staffed by a team of five and will be the headquarters for markets including Greater China, Taiwan, Hong Kong, Korea and Japan and also Australia and New Zealand.
“Having a regional base in Shanghai is pivotal to the group’s Asian strategy and customer relationships. Shanghai was selected as it is the commercial heart of China, itself the fastest growing economy in the world. It also gives us invaluable proximity to other local markets,” said Edrington’s Asia Pacific regional director, Martin Reimann. “It has exciting potential, there is a huge appetite for high quality whisky brands and we are well placed to satisfy demand.”
