Diageo has signalled its intent to drive growth across the emerging Asian markets with increased investment behind brands such as Johnnie Walker, Baileys, Guinness, Smirnoff & Windsor blended Scotch brand. Diageo has a new distribution hub based in Singapore, serving markets across Asia, Gt China & Australia. Apart from its sheer scale, the logistics centre will handle 8M cases by 2008, Diageo says the centre will dramatically reduce lead times in supplying local markets. "Diageo is now the first in the alcohol beverage industry globally to utilise postponement," explains J Pollaers, Gen Man, Asia. "Whisky that has been distilled, matured & bottled in Scotland is then freighted to Singapore, where market-specific packaging & labelling would be carried out at this facility as required, effectively cutting lead time to Asia down from 9 to 3 weeks."
