International Beverage, the international spirits unit of Thai Beverage Co, is setting up a US office to manage its route-to-market in the country.
The Balblair and Old Pulteney scotch whiskies owner said today (3 February) that the US branch marks the first time the business has overseen and controlled its own US route-to-market for “over a decade”. The majority of the company’s global portfolio – including anCnoc scotch whisky, New Zealand whisky The Cardrona, and Thai rum brand Phraya – will be “managed in-house” from the New York office.
Scotland-headquartered International Beverage said it would be “supported” by US alcohol importer MHW. Operations are set to run across both the on- and off-premise channels “with a focus on continuing to establish a solid market presence, whilst building foundations for sustainable growth and expansion in the years ahead”.
Subsequently, Peter Powell (above), previously the regional sales director for the UK, France & Germany, will step up to the newly-created position of regional director for North America. Powell is in the process of recruiting sales, marketing and finance teams to join him in the Manhattan-based office.
“Our global sales strategy is tightly focused on building bespoke plans for every brand, in every market, matched to the specific needs of our trade customers and consumers in those markets,” Powell said. “With the launch of our new spirits hub in the US, our business will have a base to deliver these finely tuned and highly effective plans in-market.”
International Beverage employs around 700 people and has offices in the UK, France, New Zealand, and China. Last year, the business upped its Asia focus with a JV buyout of Asiaeuro International Beverage.
