The Glasgow-based distiller announced its FY 2014 results this morning – group turnover rose 3% to $607.7m while pre-tax profit rose 3% to £174m.
But despite sustained growth over the past five years – the group’s turnover and profit have risen 45% and 84% respectively during this period – corporate affairs director Gerry O’Donnell acknowledged that growth had slowed – just 12 months ago Edrington reported sales up 6.3% and pre-tax profits up 13.3%.
“There’s no doubt that last year was a tough year when the problematic markets continued to be problematic, thinking in particular of Southern Europe,” O’Donnell told BeverageDaily.com.
Problematic markets and tough competition
“Also it was a very competitive year as well – so there was a slowdown versus 2012/13,” he said.
But O’Donnell insisted that this year’s creation of dedicated sales, marketing and distribution firms in high-growth markets such as Southeast Asia and the US were not short-term reactions to a tougher marketplace.
“They’re long term investments to secure control over our route to market. So they give us independence in the USA and a controlled approach to the biggest spirits market in the world,” he said.
“In Asia we’ve been planning for a while to take control of our distribution in Southeast Asia – to try and replicate the success we’ve had elsewhere in Asia. The potential of Southeast Asia is well documented,” O’Donnell added.
Edrington backs Snow Leopard leap into Korea
Discussing Edrington’s brand portfolio, O’Donnell agreed that low-calorie premium golden rum Brugal Suspiro was recently launched in Spain with new consumer segments in mind – since a lower calorie rum wouldn’t necessarily appeal to existing fans of the category.
“That’s absolutely right. It’s been out there for a couple of months and it’s been doing particularly well with men and women – so far it’s gone well and is performing as we thought it might do,” he said.
Brugal Suspiro is 20% ABV that blends Dominican rums of up to eight years old; the brand recommends drinkers combine it with bitter and gooseberries (Suspiro Rosé) or Coca-Cola Zero and orange (Suspiro Zero); it is made from all-natural ingredients, and with no added sugar contains only 50kcal per 50ml.