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Irish Distillers Plans To Increase Redbreast Sales More Than Fourfold

By Dave Simpson

Irish Distillers is planning to more than quadruple sales of its premium Redbreast brand over the next 10 to 15 years.

"Energy And Investment"

Talking to The Sunday Independent, Irish Distillers strategy and innovation chief Brendan Buckley said, "[This plan] means a lot to us, because the way [Irish Distillers' parent company] Pernod Ricard is structured, it's a de-centralised organisation. It now basically mandates all of our affiliates around the world to put some energy and investment behind these speciality brands.

"This means that the door is open for Redbreast in many markets around the world, whereas previously we had to work hard to get on the agenda with our affiliates."

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© 2019 Hospitality Ireland – your source for the latest industry news. Article by Dave Simpson. Click subscribe to sign up for the Hospitality Ireland print edition.

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