Edrington has announced plans to create a French venture focused on The Macallan and The Glenrothes Single Malt. Paris is home to Europe’s highest concentration of Michelin starred restaurants, as well as many of the world’s finest bars (especially Le Marais), and the Scottish company sees the destination as an excellent opportunity to expand its presence in France.
“I’m pleased that Edrington will have its own business dedicated to ultra-premium and luxury spirits based in this important country,” said Massimo Fabris, Edrington Area Director South & Central Europe. “This will enable us to accelerate The Macallan and The Glenrothes, which are enjoyed by consumers in restaurants and bars in Paris and France.”
Mr Fabris has thanked the team at Campari France, who will distribute the brands until end of 2021, adding, “Campari France has been a strong partner and we thank them for their work in building the reputation of The Macallan and The Glenrothes as amongst the finest spirits in France. We are pleased that we will continue our relationship with Campari France and their talented team to focus on the growth of Highland Park in France across channels, including modern retailers.”
Internationally renowned for its appreciation of gastronomy and fine spirits, France is a significant market for Edrington and notably for The Macallan, which has a long-standing relationship with some of the country’s finest producers of luxury goods, including iconic French crystal maker Lalique. Mr Fabris said this new structure will allow Edrington to build its presence and engage more with consumers of ultra-premium spirit brands in cities from Paris to the Alps and the French Riviera.
Edrington France is now recruiting sales luxury specialists to join its team and brand ambassador, Alexandre Gagnon at the office in Paris’ 8th district. “I am delighted to represent The Macallan in France,” said Alexandre. “Premium spirits are booming worldwide and even more in the world’s great capitals such as Paris. Consumers here are knowledgeable and want to explore new experiences and I look forward to introducing them to The Macallan.”
For more information, head over to the company’s official website.