Lucas Bols has entered a joint venture with Edrington under the name Maxxium BeLux for distribution in Belgium and Luxembourg.

Sarah Mitchell has been named Maxxium UK’s most spontaneous bartender, at the Courvoisier Chateau in Jamac. 

The Here and Now is the name of Maxxium UK’s new advertising and marketing campaign for Courvoisier Cognac.

Irish whiskey producer Cooley Distillery has appointed Maxxium UK to distribute brands, Kilbeggan, Connemara Peated Irish Single Malt, Tyrconnell Irish Single Malt and Greenore Irish Single Grain, in the UK.

The latest addition of Highland Park’s Viking series, Drakkar, has been launched by Maxxium to travel retail outlets operated by Gebr Heinemann.

Maxxium Travel Retail’s sales grew by 11% last year, outpacing European travel retail growth of 8%, according to findings by International Wine and Spirits Research (IWSR).

Beam Global and Maxxium Travel Retail have ramped up travel retail activity in Europe.

The Snow Grouse and The Naked Grouse have launched to the UK, as part of The Famous Grouse’s range of blended scotch whiskies.

Berry Bros & Rudd Spirits has appointed Maxxium UK to distribute No. 3 London Dry Gin from June 1, 2011. Since its launch in 2010, the brand has been distributed by Inspirit Brands.

Courvoisier cognac is to be available on Virgin Atlantic flights.

Maxxium Travel Retail is to launch a campaign for its Brugal rum in Heathrow terminal 5.