“Our 2020 strategy is paying dividends as we continue to grow our key brands and invest in our people.”
In 2018 the group successfully completed the third year of Edrington 2020, a five year strategy to increase consumer focus and accelerate growth.
The strategy created new business units with clear direction to Perfect The Macallan, Accelerate Highland Park, Develop Super Premium, Optimise Regional Power Brands, and Focus for Success.
During this period Edrington has doubled consumer brand investment at the same time as investing in people, stocks, systems, and processes.
As a consequence of this approach all business units grew contribution in 2018, leading to Edrington delivering core contribution growth of 7% whilst strengthening brands’ equities.