Our three reportable segments are the geographic regions of North America,
EMEA and APSA. Each segment is engaged in the manufacture and sale of distilled
spirits products.
Our portfolio consists of brands we identify as Power Brands, Rising Stars,
Local Jewels and Value Creators. The Power Brands are our core brand equities,
with global reach in premium categories and large annual sales volume. Rising
Stars are smaller premium brands in priority markets that we believe have excellent
growth profiles that receive substantial brand investment to drive expansion.
Brands identified as Local Jewels act as Power Brands in local markets. Value
Creators include a variety of brands competing across multiple categories. Our
Power Brands and Rising Stars, which are the focus of our brand investment,
are listed below.
Power Brands:
Jim Beam Bourbon, Maker’s Mark Bourbon, Sauza Tequila, Courvoisier Cognac,
Canadian Club Whisky and Teacher’s Scotch
Rising Stars:
Laphroaig Scotch, Knob Creek Bourbon, Basil Hayden’s Bourbon, Kilbeggan
Irish Whiskey, Cruzan Rum, Hornitos Tequila, EFFEN Vodka, Pucker Vodka, Skinnygirl
Cocktails, and Sourz Liqueurs
The principal markets for our spirits products are North America, Australia
and Europe, and we continue to invest in emerging markets such as India, Brazil,
Russia, Central Europe, Asia, and other geographies. We operate our business
on the basis of geographical regions, consisting of North America, Europe/Middle
East/Africa (EMEA), and Asia-Pacific/South America (APSA).
Our spirits products are primarily sold through direct sales forces to distributors.
We also sell spirits products through joint ventures with The Edrington Group
Ltd., as well as through third-party distributors and global or regional duty
free customers.
