BACARDI-MARTINI ESTABLISHES SEPARATE SCOTTISH DIVISION

Published: 23 July, 2008

Bacardi-Martini has created a new sales and marketing entity exclusively for Scotland, to exploit market differences such as consumers who love their spirits and have an alleged famous sweet tooth', according to Bruce Ray, the company's director of sales, trade marketing. Alan Dawson will head up the ten-strong team, which will develop Scottish-focused opportunities for the company's portfolio of premium brands (which in the UK includes those of Brown Forman), including the possible introduction of litre bottles of Drambuie and Glenmorangie - a move that would be unfeasible, business-wise, anywhere else in the UK. Ray added: Bacardi rum, Jack Daniel's and Southern Comfort are also especially popular in Scotland, but until now we haven't had the sales and marketing muscle we needed to really exploit their potential. Alan and his team will now be able to work more closely with our customers than before, setting up dedicated promotional activity and other programmes across the on- and off-trade.' The Bacardi Brown-Forman brands include Bacardi Breezer, Bacardi rum, Jack Daniel's, Glenmorangie, Drambuie, Bombay Sapphire, Southern Comfort and Finlandia vodka.

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