Premium spirits company Edrington has announced changes at the top within its key Asia Pacific and travel retail units, effective December.
Igor Boyadjian, currently Managing Director of Edrington Global Travel Retail, is named Regional Managing Director Asia Pacific & India, replacing Martin Reimann, who is retiring.
Suzy Smith will assume Boyadjian’s role, moving from the position of Marketing Director for the company’s Regional Power Brands business. There she has promoted brands such as The Famous Grouse, Brugal rum and Cutty Sark. Her previous experience includes spells with Diageo and GlaxoSmithKline in local and global marketing roles across multiple brands.
Smith said: “Travel retail is a fast-paced and evolving business that presents the ideal opportunity for brands to make meaningful connections with consumers. New major investments across the world are redefining this environment, demanding a brand and retail space that is as memorable and immersive as the travellers’ journey.
“I am looking forward to leading Edrington Global Travel Retail, as we continue to grow our brand equity and consumer recruitment across this truly global channel.”
Before taking on this role in 2017, the highly regarded Boyadjian had led Edrington-FIX Middle East, a joint-venture between Edrington and Boyadjian’s co-owned FIX Wines & Spirits. He said: “I am very excited by the prospect of leading a region that has become a powerhouse for Edrington’s brands.
“I am really looking forward to working with a talented team to continue to advance our premiumisation strategy and brand-building focus in what is an incredibly dynamic part of the world, with a strong emphasis on strengthening The Macallan’s position as the ultimate luxury spirit, but also accelerating the growth of our super premium and prestige portfolios.”
Reimann joined Edrington in 2002 and set up the company’s first overseas office in China. Edrington said that over the past 16 years he had grown the business to over 300 people across the region, building the company’s wholly-owned distribution capabilities with headquarters in Singapore.
Reimann welcomed Boyadjian as his successor: “I am very pleased to be handing over the reins to Igor. His unique background, combining entrepreneurship and corporate experience acquired across many functions and geographies, will be invaluable to Edrington.”
Edrington said that Reimann, Boyadjian and Smith will be working together closely “to ensure a seamless transition” of leadership between now and December 2018, when the changes will become effective.
Reflecting on the leadership reshuffle, Managing Director of Edrington brand The Macallan Scott McCroskie said: “I am delighted to welcome Igor and Suzy to their new roles. I have great confidence that they will continue to build on our successes in Asia Pacific and travel retail, directing the momentum of our iconic portfolio of brands to captivate a new generation of consumers.”
On Reimann’s retirement, he added: “I would also like to thank Martin for his dedication and contribution to Edrington. He has been an exemplary leader of people and a key contributor to The Macallan’s tremendous growth in Asia.”
