Maxxium forms alliance with Beam and Edrington

16 March, 2009

Maxxium global travel retail is to reorganise its business following the alliance between Beam Global Spirits and Wine and the Edrington Group.

Maxxium global travel retail is to reorganise its business following the alliance between Beam Global Spirits and Wine and the Edrington Group.

From 31 March 2009, the sales, marketing and distribution activities of Maxxium Global Travel Retail (MGTR) will be reorganised as follows:

·   In the European region, Maxxium GTR will become Maxxium Travel Retail. The newly created Maxxium Travel Retail team is in place and will be working throughout most of the European markets.

·   In the Asia Pacific region, the sales and distribution activities previously managed by Maxxium GTR will be transferred to domestic teams in the markets that will form part of the new Beam and Edrington Alliance (Australia, New Zealand, China, Hong Kong, South East Asia, Indochina and Philippines).

·   In the Americas, Rémy Cointreau Travel Retail Americas will manage distribution of The Edrington Group brands in North America duty free while The Edrington Group will directly manage the distribution of its brands throughout Latin America. Beam Global Spirits & Wine will continue to manage the distribution of its brands in the US duty free market and will now add Canada and Latin America currently handled by Maxxium Global Travel Retail.

·   In the Middle East and Gulf, F.I.X. Wines and Spirits will manage the distribution of both the Beam Global Sprits and Wine and The Edrington Group portfolios. 

Maxxium Travel Retail in Europe and the alliance markets in Asia Pacific will have full responsibility for the brand building and distribution of the Beam Global Sprits & Wine and The Edrington Group portfolios of brands in the duty free and travel retail channels.  In addition, they will also distribute a number of the third-party-owned brands, currently distributed by Maxxium GTR.

Erik Juul-Mortensen, president, Maxxium Global Travel Retail said: “I am very proud of what my team has achieved since the creation of Maxxium Global Travel Retail in 2005.

“Some of the individuals who are part of the Maxxium GTR team will be transferring to the new Beam Global Spirits & Wine and Edrington alliance. I am confident that they will continue to build on our track record of success and further strengthen the excellent relationships with our customers.”


Digital Edition

Drinks International digital edition is available ahead of the printed magazine. Don’t miss out, make sure you subscribe today to access the digital edition and all archived editions of Drinks International as part of your subscription.


Tess Posthumus

Staffing crisis could open opportunities

The pandemic has thrown many challenges at bar owners over the past couple of years and the ones that survived the various lockdowns and restrictions deserve a pat on the back. However, while revenues are returning and bars are beginning to recruit once more, we’ve come up against a whole new set of problems, one of which is a global starring crisis.