Edrington, an international spirits company based in Scotland and makers of a wide range of premium spirit brands, has collaborated with Premium Spirits Nigeria to enter the Nigerian market.
According to the promoters, Premium Spirits Nigeria is a business division of the Nigerian Bottling Company Limited set up to grow and manage its premium spirits consumer category.
They added that the Edrington and PS Nigeria partnership would feature promotion of a wide-range of premium Scotch whiskies such as Macallan, Famous Grouse and Highland Park.
Speaking during the media launch held in Lagos recently, the Director, Premium Spirits Nigeria, Idowu Adedoyin, explained that with this partnership, PS Nigeria would further drive value creation for this niche market.
He said, “Under this partnership, there will be expanded distribution of these brands. PS Nigeria will be wholly engaged in the sale and distribution of premium spirits pan-Nigeria, with innovative plans to grow its product offerings to include other top globally ranked premium spirit brands.”
The Regional Director (Africa), Edrington, Derek Brown, noted that the decision of the partnership was in recognition of the strength of PS Nigeria as well as its high distribution network and experience in the Nigerian market.
“Over the years, Edrington has distinguished itself in the premium spirits segment in other markets where its brands are well established and is fully committed to marketing and promoting responsible drinking in line with local regulations,” Brown said.
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