SEAGRAM REVAMPS LIQUOR BUSINESS
By Adnews Staff
Montreal-based Seagram Co. Ltd. is revamping the way it handles its liquor and wine business by focusing on a few leading brands and markets. Management will be streamlined and centralized, but local marketing decisions will be made in each region. The restructuring will create four marketing groups, which will report to the as-yet-to-be-named chief marketing officer. Marketing and research will be centred in New York, as well as the heads of its four geographic groups: North America, Europe, Africa and the Asia-Pacific. Canadian advertising for Seagram is handled by Sharpe Blackmore Inc. of Toronto. Seagram officials were unavailable to comment on whether the restructuring would affect its relationship with the agency. The company said this week that its top priority will be its premium whiskey brands, Chivas Regal internationally and Crown Royal in North America. Seagram will also focus on building its market share for its popular rum and vodka products, which are Absolut Vodka and Captain Morgan Original Spiced rum. The priority markets Seagram will focus on are the U.S., Germany, Spain, Britain, Japan and South Korea. It will also focus on underdeveloped markets: Brazil, Poland, Russia, China and India.