By Andy Young, editor TheShout

The Edrington Group, which has a portfolio of whiskies including The Macallan, Highland Park, Cutty Sark and The Famous Grouse, will join the rapidly expanding marketing and distribution company, Spirits Platform.

The new partnership will be effective from 1 April 2017 and will see Spirits Platform take over from Beam Suntory and Coca-Cola Amatil.

William Chan, Managing Director of Edrington Hong Kong Limited, thanked Beam Suntory and Coca-Cola Amatil for their efforts to date, saying: “They have helped build a solid foundation that presents an exciting opportunity for growth.”

And speaking about the forthcoming partnership with Spirits Platform, Chan added: “We can expect big things from the company in 2017, with more exciting news around the corner.”

Spirits Platform CEO, Ian Atherton, said: “We are thrilled at the opportunity to represent such an iconic portfolio of Scotch whiskies with an extensive history and a commitment to quality.”

With The Macallan currently holding the Guinness World Record for the most expensive whisky sold at auction, plus its international reputation and Highland Park being named three times as the Best Spirit in the World in Paul Pacult’s Spirit Journal, Atherton added: “The Edrington Group whiskies are recognised amongst the best in the world.”

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