Maxxium Travel Retail outpaces market growth

13 September, 2011

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).

The Beam Global and The Etherington Group-owned operator said the results make it the third largest spirits supplier in European travel retail.

According to Maxxium, the 09-10 IWSR results revealed that Courvoisier grew 30% year on year, ahead of category growth of 17%, while Jim Beam White and Jim Beam Black rose 21% and 28% respectively, outperforming the US whiskey category’s increase of 14%.

Maxxium said its brand The Famous Grouse grew 6%, and its single malt scotches grew in double-digits, Laphroaig by 11% and The Macallan by 19%.

Glen Williams, Maxxium Travel Retail managing director, said: “In April we celebrated our second full year in business and this result is great news not just for us and our brand owners but also for all stakeholders in the business.

“The strong growth was delivered through our focus on innovation, both in terms of successfully bringing new products and travel retail exclusives to market and also through activation at point of purchase, where we are consistently breaking new ground with fresh ideas and unique consumer experiences.”


Nick Strangeway


Happy customers across the UK enjoyed their first pints and non-homemade cocktails at the start of July as its hospitality sector reopened after months of lockdown. But normal service has hardly resumed.