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La Martiniquaise-Bardinet targets international opportunity for Cutty Sark - just-drinks EXCLUSIVE

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La Martiniquaise-Bardinet has praised the "unique opportunity" ahead for its pending purchase of Cutty Sark from Edrington.

Edrington today confirmed the sale of the blended Scotch brand Cutty Sark to La Martiniquaise-Bardinet

Edrington today confirmed the sale of the blended Scotch brand Cutty Sark to La Martiniquaise-Bardinet

Earlier today, Edrington confirmed the sale, for an undisclosed sum, of the blended Scotch brand. The group has controlled Cutty for eight years, having bought it from Berry Bros & Rudd in 2010.

Speaking to just-drinks following the announcement, Sylvia Bernard, La Martiniquaise's international marketing director, said the purchase will help the group expand both in its current and future markets.

"We really can't imagine not being able to grow sales in existing markets, but we're also looking at additional markets," Bernard said. "Our ambition as a group is to grow internationally, Cutty Sark for us is a unique opportunity - it's a new positioning for us, much more premium.

"Cutty Sark is very strong in Spain and Portugal where we already have in-market companies," Bernard continued. "The brand will be very useful for us in these markets, as well as in the US, Japan and Greece."

Bernard went on to describe Cutty as a "wonderful addition" to the company's portfolio, which already includes the Label 5 and Sir Edward's blended Scotch brands. "This is an addition to our portfolio that has no direct competition with Label 5 or Sir Edward's."

"Our Scotch brands are not all in the same markets."

The transaction will complete before the end of 2018.


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