By Olly Wehring |
Maritime Mercantile International has teamed up with Ethiopian drinks distributor Edouard Garabedian to exploit the growing potential in the country.
The two companies said earlier today that demand is getting stronger within the country for international wines and spirits. As a result, MMI, a subsidiary of the Emirates Group that claims to be the leading alcoholic beverage distributor across the Gulf and Indian Ocean area, has agreed a “new strategic partnership” with Edouard Garabedian.
“The new partnership provides a strong platform to capitalise on and further develop Ethiopia’s growth, by marrying Edouard Garabedian’s … local knowledge … and in-market capability with MMI’s proven track record in accelerating growth, premium brand, retail, category development and … logistics infrastructure,” said MMI.
MMI’s chief operating officer, Iain Delaney, added: “Ethiopia, and the wider region, is reaching an exciting point in the development of the imported alcoholic beverage category and the future growth outlook is strong. The combination of the Garabedian team’s in-depth local knowledge … and MMI’s international experience … provide a strong platform to deliver accelerated growth in an already fast-developing market.”
Edouard Garabedian will continue to operate independently, with MMI taking a consultancy role and use of its facilities in Jebel Ali in the United Arab Emirates.
In March, Diageo’s then-president of Africa, Andy Fennell, highlighted Ethiopia as being the continent’s “stand-out market” in terms of competition due to a bright future for the country.
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