Whyte Mackay has a plan to develop from a Scottish regional player to a global leader within five years, sales director Simon Oldham told delegates at Drinksummit.
The company had taken a major step in this process in May, he said, when it was acquired for pound;595m by United Breweries, making it part of the world’s second largest spirits company.
In addition, as of March 1, Whyte Mackay had taken back distribution and marketing of its blended scotch and Vladivar vodka from Maxxium, and it has invested in a new bottling plant in Grangemouth.
Oldham said that in order to promote growth, the company was converting from a business mainly concerned with own label to one focused on its core brands. It had relaunched brands such as Jura and would be investing in them, and the company was committed to working with wholesale and cash and carry, with a new sales team of six people dedicated to the channel.
He said the strategy was working with Whyte Mackay Whisky entering the top 20 spirits in the UK for the first time last year, and if it continued to grow at the same rate it would reach twelfth spot in 2007.
The challenge for his team, he said, was to ensure Whyte Mackey had a differentiated strategy for the wholesale and cash and carry channel that was tailored to its requirements, but he also challenged wholesalers to ensure they were maximising their opportunity with Whyte Mackay.