Orient - The Official Magazine of the British Chamber of Commerce Singapore - Issue 71 April 2019
Edrington: Investing in Legacy
In as Edrington readies itself for a new financial year, Igor Boyadjian, the outgoing Managing Director Asia Pacific & India and incoming Managing Director for The Macallan, reflects on a great 2018 and looks boldly ahead at what promises to be an even more dynamic 2019. In this era of incredible opportunity for the company, faced with changing consumer trends and geopolitical disruptions, Edrington continues to invest in its brands and its people, delivering more to its consumers while staying true to its ethos of “Giving More” by supporting causes that change lives across the globe.
2018 was Edrington’s best-ever year, with the business showing strong performance across the world. Our premium spirits products – including The Macallan, Highland Park and The Glenrothes – continued to perform particularly well in Asia, where the well-known premiumisation trend gathered pace and drove decisions for an increasing number of well-informed consumers.
We have not rested on our laurels and, over the course of the past year, our commitment to investing in the long term growth of our brands was demonstrated most visibly by the opening of the remarkable new distillery at The Macallan Estate. As part of this, our consumers remain our primary focus. We continue to work on bringing the brand to life through innovative retail experiences as well as direct to consumer engagements that do not only meet but exceed their every expectation. This continued investment in The Macallan will deliver not only for the brand and our consumers, but also for Scotland, attracting international visitors – many of them from the Asia Pacific region – to the heart of Speyside.
While our sector is not new to economic headwinds and political uncertainty, we are operating in an age of unprecedented geopolitical disruption and rising trade tensions. This has brought an even stronger need to invest in the knowledge and skills of our people, equipping them with the tools to develop and deliver in an environment of constant change. Over the year ahead, we will also continue to invest behind the scenes, improving technologies and processes in our supply chain and operations so that these remain best-in-class.
Amid the change and dynamism that we foresee for 2019, a constant for Edrington, and its greatest competitive differentiator, is its ethos of Giving More. This commitment to charitable giving empowers employees to make a real difference in their communities by championing causes they feel truly passionate about. Last year, thanks to our many friends and Edrington’s generous double-matching, our regional flagship initiative raised USD $750,000 for Newborns Vietnam, a charity working to end infant mortality in that country. We are also proud that Edrington’s success continues to fund The Robertson Trust, Scotland’s largest independent charitable funder, which has given away more than £250 million to a variety of charitable causes since the 1960s.
In what is undoubtedly an era of enormous opportunity for Edrington, our confidence across the Asia Pacific region remains strong. As more people in emerging economies gain the means and the aspiration to explore premium brands, we believe that companies who can truly connect with consumers, offering them quality products and experiences, will thrive. In this regard, we are excited for what lies ahead and will continue to invest in our brands, our people and our communities as we look forward to another great year for Edrington in 2019.