Martin Reimann is retiring as Edrington’s Regional Managing Director for the Asia Pacific & India division and will be replaced by Igor Boyadjian (far right), who was most recently the company’s MD for Edrington Global Travel Retail.
Reimann (pictured below) joined Edrington in 2002 to set up its first overseas office in China. According to Edrington, over the past 16 years he has grown the business to more than 300 people across the region, building the company’s wholly owned distribution capabilities with headquarters in Singapore.
Based in Singapore, Boyadjian joined Edrington in 2017 to lead the travel retail arm, having previously led Edrington-FIX Middle East; a joint-venture between Edrington and Igor’s co-owned FIX Wines & Spirits.
Edrington’s Global Travel Retail business will now be led by Suzy Smith, formerly Marketing Director for the company’s ‘Regional Power Brands’ business, which includes The Famous Grouse, Brugal rum and Cutty Sark.
‘A NEW GENERATION OF CONSUMERS’
Prior to joining Edrington, Smith worked for Diageo and GlaxoSmithKline in local and global marketing roles across multiple brands.
Scott McCroskie, Managing Director of The Macallan, 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.
“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. We wish him and his family all the very best for the future”.
Reimann added: “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. This is an important sign of continuity and I wish him all the very best as the new Regional Managing Director, Asia Pacific & India.”
‘MEANINGFUL CONNECTIONS’ IN TRAVEL RETAIL
Boyadjian 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.”
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.”