African + Eastern - Superbrands UAEuae.superbrandsmena.com/pdf/pdffile1404820910.pdf · oldest...
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12 Things you didn’t know about African + Eastern l African + Eastern imports products from over 26 countries. l African + Eastern represents five of the top ten breweries in the world – AB InBev, SAB Miller, Carlton and United Beverages, Diageo PLC and Group Modelo. l African + Eastern through its partnership with Diageo, the biggest spirits distiller in the world, represents leading brands like, Johnnie Walker, Smirnoff, Kettle One, Ciroc etc. l African + Eastern has a selection of over 1,000 types of wine. Facebook.com/africaneasternstore @AfricanEastern @African_Eastern YouTube.com/africaneastern www.africaneastern.com/ MARKET African + Eastern has been bringing the world’s most renowned alcohol beverage brands to the Middle East for over the last 50 years. Established as a small trading company in 1962 by Unilever Arabia, African + Eastern has since rapidly evolved to be the largest importer and distributor of world class beverage brands in the Middle East and Arabian Gulf region. The company employs over 400 professionals throughout UAE & Oman who are extremely passionate in delivering outstanding services to both suppliers and customers. Today, the company’s original footsteps are leaving global footprints. African + Eastern is a company where diverse cultures, brands and skills from around the world come together to create the perfect blend. This blend is one that keeps on evolving to keep pace with developments in this dynamic region while serving a simple purpose: To make sure that the company excels at exceeding the expectations and needs of all its customers, brand partners, employees and stakeholders. This purpose and mission has steered the company to the success that it is today and will forever remain at the core of its future efforts. Dubai’s world class business infrastructure, shipping terminals and airports have now positioned the Emirates as a center of trade for the region and rest of the world. Being one of the oldest companies in Dubai, African + Eastern is proud to be a part of this growth, bringing people, customers and alcohol brands closer together as the UAE and the Gulf region experiences continued expansion and prosperity. With its headquarters in Dubai and an integrated network of regional sales offices located all over the Emirates and Oman, African + Eastern offers an unrivalled business platform and solution to alcohol brand partners and customers. This distribution and sales network extends across all sales channels and goes beyond the UAE to the wider Middle Eastern, African and South Asian regions. ACHIEVEMENTS The exceptional year on year results that African + Eastern has achieved is often considered as a benchmark by companies in a similar line of business. The impressive growth in recent years has yielded not only committed partners and customers but also employees whose knowledge of the market is unparalleled in this region. At African + Eastern, diverse products, services, capabilities and people come together to create the perfect blend that culminates into a winning formula in all spheres of the business. The company does not only look at financial parameters but also takes into account the non-financial parameters like customers, suppliers and employees based on satisfaction surveys as a means to gauge the overall progress. HISTORY The first African + Eastern outlet was set up in 1962, which at the time was owned by Unilever Arabia. In 1999, Unilever Arabia divested off their interest in African + Eastern Dubai and consequently a new management team was installed to run the business under a new ownership. African + Eastern has over the years followed a policy of ensuring that all brands represented within their portfolio have been given an increased level of focus and attention. By following global guidelines, key brands have hence been re-positioned within the various markets and new brands have been added in order to ensure that African + Eastern is competitive within the various sub-categories. PRODUCTS It is often loosely said that the UAE is a melting pot for people from more than 80 different countries and it is this inherent culture of UAE that makes this great country so vibrant and an exciting place to live. African + Eastern puts all its efforts in to developing a world class product portfolio that caters to the taste buds of the wide majority of consumers. Be it from the Far East, Africa, South America or even the Highlands of Scotland, African + Eastern has products from all these regions for each of its categories. Every bottle in African + Eastern’s wine portfolio has been individually selected. The result is an extensive multi-layered range spanning the world of wine from the finest Grand Cru’s of France to the distinctive varietal styles of Argentina. In order to keep their portfolio diverse and ever- growing, African + Eastern concentrates heavily on bold styles from upcoming wine worlds too such as South Africa, Chile or Italy to name a few. A large selection of African + Eastern’s portfolio also consists of the world’s largest corporate wine products from Australia’s Fosters Group and Constellation Brands Inc. A source of great passion and pride, the African + Eastern wine portfolio is managed by a team of dedicated specialist wine executives, buyers and sommeliers. Outstanding product integrity is maintained by the region’s best temperature controlled storage and transportation systems, which are especially important in the Gulf ’s climate. As the demand for wine increases, so do African + Eastern’s value in adding more wine services. Through a strategic arrangement with the UK based Wine and Spirits Education Trust (WSET), African + Eastern provides WSET accredited training at various levels to trade customers across the region. African + Eastern’s beer portfolio also continues to expand and diversify as global beer trends continue to influence local consumer choices. Lead brands in African + Eastern’s beer portfolio include the Mexican power brand Corona, Stella Artois from Belgium, Foster’s from Australia, Carlsberg from Denmark and Becks from Germany. Guinness and Kilkenny dominate the Irish experience, while international brands like Peroni from Italy, the French Kronenbourg and German Warsteiner cater to the emerging trend for world beers. The African + Eastern technical team is also up to date with the latest in beer quality developments thanks to regular visits from Master Brewers from across the world. Through its annual collaboration with AB InBev, African + Eastern conducts the UAE leg of the World Draft Masters competition, giving young & upcoming talents among the bar staff fraternity a chance to compete against the best in the world. In the spirits category, African + Eastern offers an extensive selection of premium brands, with a seemingly endless selection of global category leaders in brands like Smirnoff vodka, Johnnie Walker whisky, Baileys liqueur and José Cuervo tequila. Together with the many other internationally celebrated Marques in its portfolio, such as Ketel One vodka, Jim Beam bourbon, Tanqueray gin, Captain Morgan rum and J&B whisky, to name a few- these brands ensure the spirits portfolio at African + Eastern offers a world of choice to meet all needs from its customers. The company is committed to a process of innovation and development in the world of premium spirits so as to remain at the forefront of relevance in catering to the Gulf ’s increasingly sophisticated spirits consumers. RECENT DEVELOPMENTS One of African + Eastern’s sustainable competitive advantages is the caliber of the people it attracts, develops and retains. African + Eastern’s people are recognized by their passion, talent and commitment to the company, brand partners, customers and most importantly, to each other. This is based on 4 core values: Passion, Winning Ambition, Accountability and Respect. African + Eastern’s expertise and commercial capabilities encompasses on a global scale. Having built one of the most unrivalled shipping and logistics networks, African + Eastern is able to maximize efficiency and international reach within the alcohol category in the region. As a result, African + Eastern is able to extend its physical distribution and supply chain services, offering thousands of products from their brand partners to key customers within an 8-hour delivery timeframe. To further add value to brands, the company concentrates heavily on events across the UAE. Through active promotions of various brands within key events, African + Eastern is able to deliver higher value while establishing an identity for itself within the region as a leading beverage provider. Recently, the company has worked on key concerts, Christmas Festival, Oktoberfest, and various TimeOut and What’s On events. As many would agree, African + Eastern holds a reputation in delivering excellence. African + Eastern recently launched four social networks in order to better reach and understand their customers. With Facebook being their main hub, the company built a unique digital ecosystem that connects consumers to key brands they love. Through their Twitter channel, African + Eastern has been able to connect to consumers on a more personal level by assessing customer queries as quickly as possible. The aim of social media was simple: Build a digital ecosystem that let consumers have the freedom to voice their appreciation of key brands under the African + Eastern portfolio while assessing the next digital trend across the Gulf. RETAIL STORES African + Eastern operates the largest network of retail shops spanning across the UAE & Oman. Currently, African + Eastern operates 24 stores in the UAE and 4 in Oman. The shops are all located conveniently in order to ensure that the customer has a great shopping experience. Great Service, Great Brands and Great Value are the mantra the retail teams live by. PROMOTION African + Eastern promotions & activations are consumer focused, targeting the right kind of outlets & consumer profiles that fit the brand. In return, African + Eastern is able to maximize brand value to owners & customers. The unparalleled quality of execution of the world class brands brings a larger than life experience for the consumers & trade, which has raised the bar for product activations in the UAE & Middle East. Be it the Johnnie Walker Formula 1 Activation or the Corona ATP Tennis Activation, African + Eastern has always lived up to its reputation to deliver with excellence at all times. It is because of this attitude that the brand activations are often looked as a benchmark by its global partners even for countries that are much more developed within the alcohol industry. BRAND VALUES African + Eastern is an important contributor to the region’s economy. The company is committed to its responsibility to the community, upholding and respecting the religious customs and values present. African + Eastern’s deep roots and long history within the Gulf have given the company a distinctive advantage when navigating through cultural sensitivities and nuances. As a result, brand partners, suppliers, customers and staff have an ideal platform from which they can make the most of growth opportunities in the region. A company with a responsible, clear and courageous vision for growth, African + Eastern has successfully secured the position of being the preferred choice for customers, brand partners, suppliers and employees.
Transcript of African + Eastern - Superbrands UAEuae.superbrandsmena.com/pdf/pdffile1404820910.pdf · oldest...
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Things you didn’t know aboutAfrican + Eastern
l African + Eastern imports products fromover 26 countries.l African + Eastern represents five of the top ten breweries in the world – AB InBev, SAB Miller, Carlton and United Beverages, Diageo PLC and Group Modelo.l African + Eastern through its partnership with Diageo, the biggest spirits distiller in the world, represents leading brands like, Johnnie Walker, Smirnoff, Kettle One, Ciroc etc.l African + Eastern has a selection of over 1,000 types of wine.
Facebook.com/africaneasternstore@AfricanEastern@African_EasternYouTube.com/africaneasternwww.africaneastern.com/
MARKETAfrican + Eastern has been bringing the world’s most renowned alcohol beverage brands to the Middle East for over the last 50 years. Established as a small trading company in 1962 by Unilever Arabia, African + Eastern has since rapidly evolved to be the largest importer and distributor of world class beverage brands in the Middle East and Arabian Gulf region. The company employs over 400 professionals throughout UAE & Oman who are extremely passionate in delivering outstanding services to both suppliers and customers.
Today, the company’s original footsteps are leaving global footprints. African + Eastern is a company where diverse cultures, brands and skills from around the world come together to create the perfect blend. This blend is one that keeps on evolving to keep pace with developments in this dynamic region while serving a simple purpose: To make sure that the company excels at exceeding the expectations and needs of all its customers, brand partners, employees and stakeholders. This purpose and mission has steered
the company to the success that it is today and will forever remain at the core of its future efforts.
Dubai’s world class business infrastructure, shipping terminals and airports have now positioned the Emirates as a center of trade for the region and rest of the world. Being one of the oldest companies in Dubai, African + Eastern is proud to be a part of this growth, bringing people, customers and alcohol brands closer together as the UAE and the Gulf region experiences continued expansion and prosperity.
With its headquarters in Dubai and an integrated
network of regional sales offices located all over the Emirates and Oman, African + Eastern offers an unrivalled business platform and solution to alcohol brand partners and customers. This distribution and sales network extends across all sales channels and goes beyond the UAE to the wider Middle Eastern, African and South Asian regions.
ACHIEVEMENTSThe exceptional year on year results that African + Eastern has achieved is often considered as a benchmark by companies in a similar line of business. The impressive growth in recent years has yielded not only committed
partners and customers but also employees whose knowledge of the market is unparalleled in this region.
At African + Eastern, diverse products, services, capabilities and people come together to create the perfect blend that culminates into a winning formula in all spheres of the
business. The company does not only look at financial parameters but also takes into account the non-financial parameters like customers, suppliers and employees based on satisfaction surveys as a means to gauge the overall progress.
HISTORYThe first African + Eastern outlet was set up in 1962, which at the time was owned by Unilever Arabia. In 1999, Unilever Arabia divested off their interest in African + Eastern Dubai and consequently a new management team was
installed to run the business under a new ownership. African + Eastern has over the years followed a policy of ensuring that all brands represented within their portfolio have been given an increased level of focus and attention. By following global guidelines, key brands have hence been re-positioned within the various markets and new brands have been added in order to ensure that African + Eastern is competitive within the various sub-categories.
PRODUCTSIt is often loosely said that the UAE is a melting pot for people from more than 80 different countries and it is this inherent culture of UAE that makes this great country so vibrant and an exciting place
to live. African + Eastern puts all its efforts in to developing a world class product portfolio that caters to the taste buds of the wide majority of consumers. Be it from the Far East, Africa, South America or even the Highlands of Scotland, African + Eastern has products from all these regions for each of its categories.
Every bottle in African + Eastern’s wine portfolio has been individually selected. The result is an extensive multi-layered range spanning the world of wine from the finest Grand Cru’s of France to the distinctive varietal styles of Argentina. In order to keep their portfolio diverse and ever-growing, African + Eastern concentrates heavily on bold styles from upcoming wine worlds too such as South Africa, Chile or Italy to name a few. A large selection of African + Eastern’s portfolio also consists of the world’s largest corporate wine products from Australia’s Fosters Group and Constellation Brands Inc.
A source of great passion and pride, the African + Eastern wine portfolio is managed by a team of dedicated specialist wine executives, buyers and sommeliers. Outstanding product integrity is maintained by the region’s best temperature
controlled storage and transportation systems, which are especially important in the Gulf ’s climate. As the demand for wine increases, so do African + Eastern’s value in adding more wine services. Through a strategic arrangement with the UK based Wine and Spirits Education Trust (WSET), African + Eastern provides WSET accredited training at various levels to trade customers across the region.
African + Eastern’s beer portfolio also continues to expand and diversify as global beer trends continue to influence local consumer choices. Lead brands in African + Eastern’s beer portfolio include the Mexican power brand Corona, Stella Artois from Belgium, Foster’s from Australia, Carlsberg from Denmark and Becks from Germany. Guinness and Kilkenny dominate the Irish experience, while international brands like Peroni from Italy, the French Kronenbourg and German Warsteiner cater to the emerging trend for world beers.
The African + Eastern technical team is also up to date with the latest in beer quality developments thanks to regular visits from Master Brewers from across the world. Through its annual collaboration with AB InBev, African + Eastern conducts the UAE leg of the World Draft Masters competition, giving young & upcoming talents among the bar staff fraternity a chance to compete against the best in the world.
In the spirits category, African + Eastern offers an extensive selection of premium brands, with a seemingly endless selection of global category leaders in brands like Smirnoff vodka, Johnnie Walker whisky, Baileys liqueur and José Cuervo tequila. Together with the many other internationally celebrated Marques in its portfolio, such as Ketel One vodka, Jim Beam bourbon, Tanqueray gin, Captain Morgan rum and J&B whisky, to name a few- these brands ensure the spirits portfolio at African + Eastern offers a world of choice to meet all needs from its customers. The company is committed to a process of innovation and development in the world of premium spirits so as to remain at the forefront of relevance in catering to the Gulf ’s increasingly sophisticated spirits consumers. RECENT DEVELOPMENTSOne of African + Eastern’s sustainable competitive advantages is the caliber of the people it attracts, develops and retains. African + Eastern’s people are recognized by their passion, talent and commitment to the company, brand partners, customers and most importantly, to each other. This is based on 4 core values: Passion, Winning Ambition, Accountability and Respect.
African + Eastern’s expertise and commercial capabilities encompasses on a global scale. Having built one of the most unrivalled shipping and logistics networks, African + Eastern is able to maximize efficiency and international reach within the alcohol category in the region. As a result, African + Eastern is able to extend its physical distribution and supply chain services, offering thousands of products from their brand partners to key customers within an 8-hour delivery timeframe.
To further add value to brands, the company concentrates heavily on events across the UAE. Through active promotions of various brands within key events, African + Eastern is able to deliver higher value while establishing an identity for itself within the region as a leading beverage provider. Recently, the company has worked on key concerts, Christmas Festival, Oktoberfest, and various TimeOut and What’s On events. As many would agree, African + Eastern holds a reputation in delivering excellence.
African + Eastern recently launched four social
networks in order to better reach and understand their customers. With Facebook being their main hub, the company built a unique digital ecosystem that connects consumers to key brands they love. Through their Twitter channel, African + Eastern has been able to connect to consumers on a more personal level by assessing customer queries as quickly as possible. The aim of social media was simple: Build a digital ecosystem that let consumers have the freedom to voice their appreciation of key brands under the African + Eastern portfolio while assessing the next digital trend across the Gulf.
RETAIL STORESAfrican + Eastern operates the largest network of retail shops spanning across the UAE & Oman. Currently, African + Eastern operates 24 stores in the UAE and 4 in Oman. The shops are all located conveniently in order to ensure that the customer has a great shopping experience. Great Service, Great Brands and Great Value are the mantra the retail teams live by.
PROMOTIONAfrican + Eastern promotions & activations are consumer focused, targeting the right kind of outlets & consumer profiles that fit the brand. In return, African + Eastern is able to maximize brand value to owners & customers. The unparalleled quality of execution of the world class brands brings a larger than life experience for the consumers & trade,
which has raised the bar for product activations in the UAE & Middle East. Be it the Johnnie Walker Formula 1 Activation or the Corona ATP Tennis Activation, African + Eastern has always lived up to its reputation to deliver with excellence at all times. It is because of this attitude that the brand activations are often looked as a benchmark by its global partners even for countries that are much more developed within the alcohol industry.
BRAND VALUESAfrican + Eastern is an important contributor to the region’s economy. The company is committed to its responsibility to the community, upholding and respecting the religious customs and values present. African + Eastern’s deep roots and long history within the Gulf have given the company a distinctive advantage when navigating through cultural sensitivities and nuances. As a result, brand partners, suppliers, customers and staff have an ideal platform from which they can make the most of growth opportunities in the region.
A company with a responsible, clear and courageous vision for growth, African + Eastern has successfully secured the position of being the preferred choice for customers, brand partners, suppliers and employees.
