MALTS ON THE MARCH: BENRIACH AND GLENDRONACH EXPAND INTO CHINA, VIETNAM AND USA
 
As part of its planned growth strategy for its two malts, the BenRiach Distillery Company is expanding into emerging markets such as China and Vietnam.
 
The company is also beefing up its presence in the USA.
 
Regional Sales Director James Cowan is responsible for marketing BenRiach and GlenDronach in China and Vietnam. He said: “In the past, these countries were perceived as being off the radar as target malt whisky markets.
 
“However, in recent years the booming economies and the rise in the number of wealthy individuals have helped to make malt whisky a more attainable product.
 
“Additionally, these markets are already hugely popular holiday destinations due to improved air links and the spin-off from the Beijing Olympics. 
 
“Due to the sheer size of China – over three and a half million square miles and over 1.3 billion of a population – we intend on focus on a small number of regions rather than try to target the country as a whole. This can act as a springboard to build the brand further in due course.
 
“Meanwhile, Vietnam has also entered a significant period of growth within the tourism sector, and this lends itself well to the introduction of premium malt whisky throughout the relevant outlets that this industry attracts.
 
“Our plan is to conduct a series of organised tastings and corporate events in the months to come which will aid the brands’ introduction. For any new market and particularly emerging markets, it is essential that we are closely in touch with activities on the ground, as has already been successfully proven in some of our other new te rritories around the world.”
 
Looking at the USA, Regional Sales Director Alistair Walker commented: “BenRiach has been available in the US for four years now and we ar e gradually establishing a name for it through tutored tastings and whisky festivals across the country.
 
“Our US Importer Preiss Imports will be introducing the new GlenDronach range – 12, 15 and 18 year old malts – towards the end of this year.
 
“I believe GlenDronach has excellent potential in the US. We have been inundated with enquiries from US consumers via our website so there clearly remains an awareness for the brand in the States – an awareness that was built up during the past five decades via William Teacher’s and Allied Distillers.” 
 
ends                                  28 August 2009
 
INFORMATION – James Cowan, Alistair Walker, 01324 682220

For further information please visit   http://www.benriachdistillery.co.uk/  & http://www.glendronachdistillery.com/