As part of a strategy to consolidate Malia Group’s Consumer Goods Distribution businesses in Lebanon under one entity, Ch. Sarraf & Co. recently launched a new business unit to trade-market British American Tobacco brands, which were previously held under Malitab. “Ch. Sarraf & Co. was set up so that we have the flexibility to expand our businesses with the acquisition of new brands or to integrate existing ones under one entity,” said Joanne Chehab, CEO, Malia Group. “We’re pleased to be welcoming BAT brands into the Ch. Sarraf & Co. fold and we look forward to using our network, knowledge, and expertise in the market to further grow the business,” she added. The new business unit is responsible for developing and executing area and channel-marketing plans in line with BAT’s global trade-marketing strategy for the following brands: Kent, Lucky Strike, Rothmans, Dunhill, and Viceroy.
