Edrington sharpens Mexico focus with new company
The Macallan maker Edrington is set to launch its own marketing and distribution unit in Mexico next year.
From 1 April 2019, Edrington Mexico will take over from Cuervo as the distributor and marketer of Edrington’s brands in the country.
Cuervo will continue to distribute The Macallan in Mexico – now the world’s second largest premium whisky market, according to IWSR – until 31 March 2019.
“The Macallan is currently the [number one] single malt in Mexico and this leadership position is due in large part to a fantastic 10-year distribution partnership with Cuervo; and we want to thank the entire team at Cuervo for growing our business to where it is today,” said Edrington Americas CEO Chris Spalding.
“This is a major step forward for Edrington. In line with our strategy, this will allow us to get closer to our customers and consumers in key cities in the world.”
Juan Campos – Edrington’s former regional director, Latin America and Caribbean – will become managing director of Edrington Mexico.
He said: “This move allows us to fuel acceleration of The Macallan within Mexico and the time is right to seize the premium opportunity and utilise the power of our portfolio to expand our presence in the country with Highland Park, 1888, The Glenrothes, The Famous Grouse, Snow Leopard and Partida.”
Edrington reported 7% revenue growth to £706.7 million in its 2018 fiscal year.
The group recently opened its new £140m distillery for The Macallan, while also announcing plans to sell its Cutty Sark and Glenturret Scotch whisky brands.