New Maxxium alliance launches

01 April, 2009

The Beam Global and Edrington Group sales and distribution alliance goes live today (April 1).

The joint venture retains the Maxxium UK name and its head office, based in Stirling, will have a management team made up of staff from across the Beam and Maxxium organisations.

Supporting Hew 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.

Globally the alliance spans 24 markets with combined sales of £1.07 billion.

Nielsen figures show Maxxium is 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% greater than before as a result of the brands currently managed by Beam Global Spirits & Wine becoming part of the new, enhanced portfolio,” a spokesman said.

Pennell added: “As an entrepreneurial business with a compelling portfolio of premium brands, these are genuinely exciting times.”

Maxxium's portfolio includes The Famous Grouse, Teacher’s, Jim Beam, Courvoisier, Harveys and Stolichnaya.

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