Edrington WEBB TRA adds Sazerac spirits to its portfolio

EWTRA adMiami-based Edrington WEBB Travel Retail Americas (EWTRA) continues to expand, and has now added additional select brands from The Sazerac Company to its distribution and marketing portfolio in the Duty Free and Cruise Line sectors in the Americas.

Beginning October 1, 2016, EWTRA will directly manage key global brands in the Sazerac portfolio including Buffalo Trace Bourbon, Blanton’s Bourbon, Eagle Rare Bourbon and Fireball Cinnamon Whisky.

Those brands join Sazerac’s Southern Comfort, which was awarded to EWTRA April 1, as well as Paddy’s Irish Whiskey.

EWTRA also represents The Macallan, Tito’s Handmade Vodka, Disaronno, Licor 43 and Highland Park Single Malt, making the company one of the strongest distributors of craft and premium wine and spirits in the duty free channel in the Americas.

Guy May, Sazerac global sales director, noted “We have had a long and productive relationship with our previous agent Chase International, who did a terrific job getting our brands listed and well positioned in the North American Duty Free Channels. We look forward to working with EWTRA. The company has a proven track record of delivering marketing and distribution services to the entire Americas as well as global coordination on key accounts.”

Andy Consuegra, chief executive officer of EWTRA, believes the new relationship will further position both companies as pre-eminent players in the travel retail channel in the Americas.

“The Sazerac brands are an excellent fit within the EWTRA portfolio, making our family of premium wines and spirits among the best positioned to capitalize on the traveling consumer,” said Consuegra.

“Beginning with Southern Comfort, the first Sazerac brand we championed, we have already delivered a genuine comfort level between our two entities, and we are delighted to now have additional brands from its core portfolio.

“Based on our passion and commitment to personal relationships and ‘actual feet on the ground’ in duty free, we are confident that our partnership with Sazerac will thrive for many years to come. And we look forward to building on the work that Chase International started.”


EWTRA organization and board additions

To continue the organic growth of EWTRA as well as prepare for the new brands, EWTRA has made several organizational changes:  Juan Carlos Rodriquez, former Director of Corporate Finance, Bacardi USA, joined EWTRA in July as group Finance Director. Jada Portela, former Director of Cruiseline Retail at Starboard Cruise Services, has been appointed Director of Sales, with responsibility for the EWTRA sales team. Anette Mourier, Director of Marketing for World Equity Brand Builders (WEBB), EWTRA’s sister company, moves to Marketing Director, responsible for ILLVA, Zamora, Tito’s and the wine portfolio of Mionetto, Belaire, The Wine Group and Cape Classics. Barry Geoghegan, based in Europe, will manage global key accounts on select brands for EWTRA.

EWTRA also announces the appointment of John McDonnell, Managing Director of Tito’s International, to the EWTRA Board. John was formerly President International/Global Chief Operating Officer of Patron Spirits International A.G. and the former Chairman of DISCUS. In addition, Andy Consuegra announces the appointment of Michel Recalt, an industry veteran who was Global CMO of Bacardi and later Moet Hennessey and is currently a consultant, to the Board of WEBB, where he will act in an advisory role on strategy and business development and relationships.

“Both Michel and John provide immense value given their respective experiences and track records in the industry,” added Consuegra.