Foster’s Group will move to direct sales, marketing and distribution of its wine portfolio in the key Nordic markets of Norway, Sweden and Finland, from early 2009.
As a result, Foster’s will be ending its partnership with its Nordic distributer V&S Group (V&S) which was recently acquired by Pernod Ricard.
Foster’s commercial director for Continental Europe Richard Trimby said: “While we have worked successfully with V&S, we feel the time is now right to drive the next phase of growth through the establishment of a dedicated regional sales organisation.”
Foster’s new in-market operations will make them a top three wine supplier in each market and build on the current strength of leading brands including Lindemans, Penfolds, Beringer, Rosemount and Wolf Blass.
Foster’s commercial director for Continental Europe Richard Trimby said: “This move to greater direct control of sales and distribution will build a platform for continued success.”
Foster’s Nordic business will be headed by general manager, Jonas Hillergren who will be based in Stockholm and work is underway to expand the in-market sales and marketing team.
Foster’s has established in-market companies in each of the Nordic markets (Norway, Sweden & Finland) and will engage a logistics service provider to manage the local customer services and supply chain. While the company will manage the off-trade (Nordic monopolies) directly, they will continue to work with distribution partners in the on-trade and Duty Free.
During the transition period of the next few months, Foster's will continue to cooperate with V&S/Pernod Ricard. Transfer to the new organisation will begin early in the new year and should be complete by May 2009.
