Edrington seals partnership to explore Nigeria spirits market

NIGERIA – The Spirit market in Nigeria is set to witness fervent competition as an international spirits company based in Scotland, Edrington, has partnered Premium Spirits Nigeria (PSN) to expand the premium spirits consumer market in Nigeria.

PSN is a business division of Nigeria’s leading bottler and distributor, Nigerian Bottling Company Limited, set up to grow and manage its premium spirits consumer category.

Under the partnership, consumers of premium spirits will experience a wide-range of premium Scotch whiskies, including some of the world’s finest premium brands such as The Macallan, The Famous Grouse and Highland Park.

Speaking on the partnership in Lagos recently, the Director, PSN, Idowu Adedoyin, explained that with this partnership, PS Nigeria will further drive value creation for this niche market.

“Under this partnership, there would be expanded distribution of these brands.

PS Nigeria would be wholly engaged in the sale and distribution of premium spirits across Nigeria, with innovative plans to grow its product offerings to include other top globally ranked premium spirit brands to Nigerian consumers,” Adedoyin said.

Also speaking on the partnership, the Regional Director (Africa), Edrington, Derek Brown, revealed that the decision for the partnership is in recognition of the strength of PS Nigeria and its high distribution network and experience in the Nigerian market.

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