On 19 November, a very important agreement was signed at the headquarters of the Medina Group, the Bodegas Williams & Humbert in Jerez de la Frontera, between Diageo Ibérica and Sovisur S.A., the winery's distribution branch in Spain.
The six brands involved in the trade alliance are The Singleton of Dufftown, (single malt whisky), Don Julio (tequila), Ciroc (vodka extra-premium, made only from grapes), Dimple and Bucchanan´s (blended Scotch whisky) and Bushmills (premium Irish whiskey). This agreement, which has been on the table for several months, brings together the interest of both companies in a long-term relationship, in addition to mutual support of drinks in the Premium range.
The contract will come into force on 1 January 2009 and should run for five years, with the opportunity to extend.
The president of Diageo Ibérica, Stephen Morley, when signing, emphasised the value of this new agreement for his "house" and the huge coverage given to its products, "in spite of the fact that we are living in difficult times, it is a range of products with strong potential and has been a success in other markets, so we must develop this one with a firm and steady hand". José Sedano, commercial director of Diageo highlighted the fact that it was important for the two companies to work together. In addition to the specific marketing plan for the brands, he said Sovisur would be taking part in various promotions and events and other acts involving more products from the house, to help in their growth.
The managing director of Sovisur, Juan Medina, underlined the significance of the agreement to strengthen the distributor, also the synergy with the brands currently being sold. "This is a wonderful way to complete our range of premium products and boost what we can offer to present and future customers", he said.
