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The Edrington Group intensifies focus on
travel retail in Middle East.
The Edrington Group is reorganising the
senior management responsible for duty
free and travel retail in the Middle
East to assist the development of its
portfolio of premium brands in the
region.
With effect from 1st April 2012, André
de Almeida, Commercial Area Director
assumes responsibility for all domestic
and duty free in the Middle East, North
Africa and Turkey in addition to his
existing responsibility for duty free in
the Americas.
High on his agenda will be the
positioning in the region of the Group’s
portfolio of high-end brands, namely The
Macallan, Highland Park, The Famous
Grouse, Cutty Sark and Brugal.
Promotion of The Macallan will emphasise
its super-premium credentials as one of
the most sought-after malt whiskies in
the world.
De Almeida will also develop
opportunities for consumers to engage
with The Famous Grouse family which
includes The Famous Grouse Finest, The
Black Grouse, The Snow Grouse and the
most recent addition to the line, The
Naked Grouse.
He will also seek opportunities to
promote the Highland Park single malt,
Cutty Sark blended scotch and Brugal
rum, highly successful brands in other
countries and now looking to make a mark
in this region.
André de Almeida: “I am looking forward
to developing The Edrington Group brands
in the Gulf states, in Turkey and North
Africa and to working closely with
retailers and our distribution partners
across the region. We have introduced
recently many innovations in our product
portfolio including several travel
retail exclusives which have been well
received in Europe, the Americas and
Asia and which I am confident will be
very successful here.”
Sub-Saharan Africa remains the
responsibility of Keith Bonnington,
Europe falls within the remit of Steven
Sleigh and Asia Travel Retail is under
the management of Ryan Hill.
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