International Beverage invests £15 million in Scottish marketing hub
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Written by David Shrimpton
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Tuesday, 28 October 2008 |
 International Beverage Holdings, parent company of Inver House Distillers, is to invest £15 million to centralise its global marketing operations in Scotland.
The newly enlarged International Beverage commercial team will take responsibility for the development of the group's portfolio of brands from single-malt whiskies including Old Pulteney and Balblair through to Chang Beer.
The three-year investment will start immediately, with the Scottish-based team being developed to become the hub of an integrated, world-wide division driving marketing for the company's offices in north America, Europe, south-east Asia and north Asia.
The new marketing headquarters will oversee the strategic direction of all brands and work with the regional offices to implement them.
All new product development will be run from the new hub and will include the launch of several new brands currently under development.
An estimated 20 new jobs will now be created to augment the Airdrie-based team.
As part of the development, the International Beverage brand name will be used across sales, marketing and customer services, with the Inver House Distillers name covering production, distillation and maturation of Scotch whisky.
International Beverage has also moved to Airdrie its sales and customer services functions for the EU, eastern Europe, south America, India and the Middle East as well as new venture markets and global travel retail.
The company's plans from 2009 onwards include developing its whisky portfolio in Asia, building the profile of key brands in the North American market, and the launch of several new brands.
Photo: International Beverage president Barrie Jackson
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