UK: Maxxium, Beam and Edrington alliance starts

01 April, 2009

Maxxium UK re-launches today as the new sales and distribution alliance between Beam Global Spirits & Wine and The Edrington Group.

Maxxium UK re-launches today as the new sales and distribution alliance between Beam Global Spirits & Wine and The Edrington Group.

The joint venture, which maintains the Maxxium name, will have a headquarters in Stirling.

Globally the alliance spans 24 markets with combined sales of US $1.5 billion (GB £1.07 billion; 1.16 billion euros).  In the UK, Maxxium is now one of the top three spirits distributors with volume sales of over 3.5 million* cases.  Turnover within the Maxxium UK operation will be at least 30 per cent greater than before as a result of the brands currently managed by Beam Global Spirits & Wine becoming part of the new, enhanced portfolio.

Huw Pennell, managing director of Maxxium UK said: “We’ve built a new team with outstanding talent from Maxxium UK and Beam Global UK and successfully blended together the Beam and Edrington brands to create a forward-thinking business that can adapt to market conditions.

“Our exceptional portfolio of leading brands offers unprecedented scope to champion our passion for simple long mixed drinks.   Amongst others, we have The Famous Grouse and Courvoisier.”

Maxxium UK’s Stirling-based management team is drawn on existing talent from across the Beam and Maxxium organisations.  Supporting Pennell as managing director are: from Beam – Peter Sandström, marketing director and Mark Riley, commercial operations director and from Maxxium – Jim Grierson, sales director on trade; David Everett, sales director off trade; Fiona Gibson, human resources director and Scott McCroskie, finance, supply chain and IT director.

Pennell added:  “Our on-going commitment to the UK drinks industry is mirrored by our extensive on-trade sales force providing guidance, support and training to help the trade develop and thrive.

“Our powerful on-trade presence across the UK reflects our emphasis on premium brands, and our passion for brand building extends even to the individual serve. Raising standards across the industry has always been something we’ve championed and our £3.5 million MIXXIT training initiative will continue to take centre stage across our trade communications.”

All sales, marketing and distribution for Beam Global and Edrington’s brands will be handled via Maxxium UK from 1 April, building on the strong track record of success delivered by Maxxium and Beam UK.   

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