Beam joins forces with Grouse producer

03 September, 2008

The two remaining members of the Maxxium alliance are joining forces in a new venture to market their brands.

Famous Grouse owner Edrington and Fortune Brands, which owns Beam Global and brands such as Teacher’s and Harveys Bristol Cream, have said they will form a new partnership to have joint ownership of sales and distribution operations in 10 key markets, including the UK.

There are separate arrangements in a further 14 markets, where either Beam or Edrington teams will handle distribution for both companies’ brands.

The new arrangements will begin to take effect in October next year. Next month the former Vin & Sprit brands such as Absolut exit Maxxium, and Remy Cointreau pulls out in March 2009.

In a joint statement, Beam president Tom Flocco and Edrington chief executive Ian Curle said: “We are delighted to announce our new alliance. It enables the collective strength of our combined and complementary portfolios of premium brands to flourish in a more efficient and responsive distribution vehicle.

“It also will build on the success of Maxxium by providing improved agility at a local level, with increased access to consumers. Importantly, the alliance drives value and growth in many of our main markets.”

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