By Tunde Osho
Edrington, a Scottish-based spirits firm with a wide range of internationally known premium brands has partnered Premium Spirits Nigeria (“PSN”) to enter the Nigerian market.
Premium Spirits Nigeria is a business division of the Nigerian Bottling Company Limited (NBC) set up to grow and manage its premium spirits consumer category.
According to the brand handlers, they said that 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 which took place 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.
“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,” Adedoyin said.
Also speaking on the partnership, 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.
Adedoyin further stated that PS Nigeria would continue to engage Nigerian consumers across several platforms to create awareness, drive engagement and build brand affinity.