Alexandrion takes on whisky market

Alexandrion’s spirits division has sealed a contract with one of the best-known European whisky producers, Grant, and will invest 12m euros in a new plant; these are but some of the goals of the company’s new general manager. “Alexandrion has decided to move beyond being just a brandy producer, and become a producer of white spirits (gin, vodka, tequila) and whisky. We have noticed a change in consumption habits. At present, while Romanian, Russian, Ukrainian and Chinese consumers increasingly favour whisky, the Americans and the British prefer vodka, the best-selling spirit globally,” said George Christoforidis, who took over the management of the spirits division of the Alexandrion group at the beginning of this month.