Edrington inks Americas distribution deal to target $1bn travel retail channel

By Ben BOUCKLEY contact

- Last updated on GMT

Highland Park scotch, one of Edrington's key brands (Photo: Michael Bentley/Flickr)
Highland Park scotch, one of Edrington's key brands (Photo: Michael Bentley/Flickr)

Related tags: Retailing

Scottish distiller Edrington – which owns brands including Highland Park – has agreed a distribution deal for the Americas to strengthen its position in a regional travel retail channel now worth $1bn+.

Edrington says the travel retail channel in the Americas and the Caribbean represents nearly a quarter of total duty free spirit volumes worldwide, with more than 5m cases of spirits per year sold.

Including airport duty free stores, cruise lines and border stores, it has an estimated annual value of $1bn+.

The company will form a new joint venture with World Equity Brand Builders (WEBB) to distribute spirits within this channel in the Americas – including Canada and the Caribbean.

‘Valuable and dynamic market’ -- Edrington

Juan Gentile, Edrington’s area director for the Americas said: “The creation of Edrington Webb will expand our reach and bring us closer to customers and consumers in this valuable and dynamic market.

“Edrington and WEBB have worked together in the Caribbean since 2010 and I am delighted at this opportunity to extend such a successful relationship.”

Edrington Webb Travel Retail Americas will begin operations on January 16 2015, replacing Edrington’s previous distribution agreement with Rémy Cointreau Travel Retail Americas, which will end on the previous day.

WEBB has already represented Edrington’s brands in the Caribbean for four years, and the new company with combine Edrington brands The Macallan, Highland Park, The Famous Grouse, Cutty Sark, Brugal rum and Snow Leopard vodka.

‘We’re honoured to partner Edrington’ – WEBB

WEBB’s portfolio includes Disaronno, Tito’s Handmade Vodka, Armand de Brignac, Licor 43, The Glenrothes and Tia Maria, and wines including Cupcake Vineyards Ramon Bilbao, Luc Belaire and Mionetto.

Edrington Webb Travel Retail Americas will be led by a team including WEBB MD Andy Consuegra as CEO, CFO Ken Pfeiffer and commercial director Marcelo Colombo.

Andy Consuegra CEO of Edrington Webb Travel Retail Americas, said: “We are honoured to partner with Edrington and build on a very successful relationship. Edrington Webb Travel Retail Americas will offer a leading portfolio of premium spirit and wine brands, enabling our experienced team to focus on in-store execution, brand building and training from Canada to the Caribbean.

Last October Edrington created a new global travel retail business in Singapore. Led by Tellis Baroutsis, the unit will increase Edrington’s focus on this growth channel in Asia.

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