Edrington Fix Middle East (EFME) has announced the appointment of Florence Chevallier to the newly created role of Regional Manager Travel Retail.

 

Edrington FIX Middle East is a joint venture between Edrington and FIX Wines and Spirits. The company represents a leading portfolio of premium brands owned by Edrington, Beam Suntory, BB&R and Symington Family Estates across the Middle East and Africa region.

 

Igor Boyadjian, EFME Managing Director comments, “We are delighted to confirm the appointment of Florence to this vital role. Travel retail is a fast-growing channel which remains a fantastic platform to showcase our premium brands in the Gulf and the wider Middle East and North Africa region.

 

“We intend to continue to build key partnerships with our valued duty free partners in order to connect our premium brands with our consumers in the most effective manner. It is also important that our consumers are exposed to our leading portfolio of brands in a very consistent way around the world, so this dedicated role will be key to coordinating with other regions in order to align the way we build, invest and provide brand experiences for our consumers.

 

“We believe in investing in our people and I am looking forward to seeing Florence adding value to our business in this new role, drawing on her very solid experience and deep knowledge of the travel retail dynamics built up over the last five years working with us as an Area Manager for the Gulf region. We are very excited about what the future holds for all our partners, customers and employees.”