New Maxxium UK up and running

A new-look Maxxium UK officially starts business today.

The company has been relaunched by Famous Grouse producer Edrington and Beam Global - whose brands include Harveys and Teacher's - after the exit of Remy Cointreau and Vin & Sprit brands including Absolut.

The new-look Maxxium will have 30% greater turnover than before with the arrival of Beam Global's portfolio into the fold.

The new company will handle sales, marketing and distribution for a portfolio that also includes Jim Beam, Maker's Mark, Macallan, Laphroaig, Highland Park, Knob Creek, Courvoisier, Cockburn's and Stolichnaya.

Managing director Huw Pennell said: "As an entrepreneurial business with a compelling portfolio of premium brands, these are genuinely exciting times.

"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."

Ex-Beam bosses Peter Sandstrom and Mark Riley are the new organisation's marketing director and commercial operations director respectively.

From the existing Maxxium team come: David Everett, off-trade sales director; Jim Grierson, on-trade sales director; Fiona Gibson, human resources director; and Scott McCroskie, finance, supply chain and IT director.

Pennell added: "Our powerful on-trade presence across the UK reflects our emphasis on premium brands, and our passion for brand-building extends 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."

Comments (0)

Show/Hide comments

Show/Hide comment form