Edrington merges its Europe and Middle East teams to create EMEA Travel Retail
Edrington Global Travel Retail (GTR) is combining its European and Middle East Travel Retail businesses to form a new unit. This decision comes on the heels of its acquisition of Edrington Fix Middle East in April 2016, and is part of the company's strategy to integrate that region. The new structure will be effective from April 3, 2017.
The company suggests this structure will be more efficient, offering the ability to leverage the greater skills, resources and expertise across a wider region. While “efficiency” often suggests downsizing, all current members of the European and Middle East Travel Retail teams will be retained within the new structure.
Kasper Anderson will take on the leading role of Commercial Director, EMEA Travel Retail under the new structure, and Florence Chevallier – based in Dubai – will report directly to Andersen in her role as Commercial Manager Middle East and Africa. Chevallier will continue to spearhead the outstanding development of the Edrington brands in the region, with The Macallan single malt at the forefront.
Commenting on the reorganization, Igor Boyadjian, Managing Director, Edrington GTR said: “The creation of an EMEA Travel Retail business unit will deliver significant benefits for our organisation and also our retail partners. We will retain our ability to service regional partners through localised marketing and promotional programs while offering a more streamlined and efficient interface for retailers with a global presence. The move also creates a more balanced regional spread between Americas, EMEA and Asia which will enable greater alignment in decision making and consistency in strategy as we look to fuel the continued growth of our brands in the travel retail channel.”