Edrington Global Travel Retail (GTR) has merged its European Travel Retail and Middle East Travel Retail businesses to form a new Europe, Middle East and Africa (EMEA) Travel Retail unit. The new structure will be effective from 3 April 2017.
The company said the reorganisation establishes a simplified and more efficient structure with a view to leveraging the greater skills, resources and expertise across a wider region. The move is part of the overall integration of the Middle East business following Edrington’s acquisition of Edrington Fix Middle East in April 2016. All current members of the European and Middle East Travel Retail teams will be retained within the new structure.
Edrington EMEA Travel Retail will be led by Kasper Andersen, who takes on the role of Commercial Director, EMEA Travel Retail. Florence Chevallier, based in Dubai, will report directly to Andersen in her role as Commercial Manager Middle East and Africa. She will continue to spearhead the development of the Edrington brands in the region, with The Macallan single malt at the forefront.
Edrington GTR Managing Director Igor Boyadjian 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 programmes while offering a more streamlined and efficient interface for retailers with a global presence.
“The move also creates a more balanced regional spread between the 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.”
