Maxxium is joint-owned by Edrington and Beam, and Pennell has become European managing director at Edrington after a decade at the helm of Maxxium.
Riley used to work at Beam before joining Maxxium in 2009 as commercial operations director, before becoming off-trade sales director in 2012.
He said: “We have just strengthened our portfolio with the integration of the Beam Suntory brands, which alongside our Edrington brands creates an unrivalled whisk(e)y offering and broadened liqueurs and specialties range.
“This is an exciting time as we recruit consumers into whisk(e)y and help them discover this wonderful category. Our expertise in whiskies and mixology will be a key part of our growth strategy and I look forward to partnering with our customers in this new chapter at Maxxium.”
Pennell added: “Mark will bring his operational expertise, strategic thinking, energy and dynamism to this role. I am very proud to be leaving Maxxium UK in the hands of such a strong leader who will guide the business on the next stages of development.”