Scotland-based Edrington, makers of globally ranked premium spirit brands, has partnered Premium Spirits Nigeria to expand its market in the country.
Premium Spirits Nigeria is a business division of Nigerian Bottling Company Limited, set up to grow and manage its premium spirits consumer category.
Under the Edrington and PS Nigeria partnership, consumers of premium spirits will experience a wide-range of premium Scotch whiskies including Macallan, Famous Grouse and Highland Park.
Speaking during the media launch in Lagos recently, Director, Premium Spirits Nigeria, Idowu Adedoyin, said with the partnership, PS Nigeria will further drive value for the niche market.
“Under this partnership, there would be expanded distribution of these brands,” he stated, adding, “PS Nigeria would 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.”
Commenting on the partnership, Regional Director (Africa), Edrington, Derek Brown, revealed that the decision of the partnership is in recognition of the strength of PS Nigeria in 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