Maxxium UK unveils new structure

08 June, 2016

Maxxium UK plans to restructure its business to reflect the evolving spirits market and to cash in on growth opportunities in the category.

The spirits supplier said it aims to accelerate its leadership in whiskies and cognac, using a ‘Simpler, Faster, Better’ approach, as well as delivering an intensified focus on major UK cities.

This will be combined with increased investment to drive its premium spirits portfolio as well as a number of changes to the executive team, effective from this month.

Managing director, Mark Riley, said: “This is an exciting time for Maxxium as we embark on the next phase of business growth. We are investing to develop identified opportunities to secure growth in premium spirits. Our new structure aligns our business with those opportunities and will allow us to work with our customers to develop effective plans.”

In the new structure, the company’s former marketing director, Peter Sandström, will head up the London division. He will spearhead development, which in turn will inform the approach for other major cities across the UK.

Susanne Wood has been appointment as sales director retail, to lead a new team looking after multiple grocery and impulse customers. Wood, formerly Maxxium’s business sector controller for managed retail, joined the company from Sainsbury’s where she worked for 11 years in various commercial roles and ultimately heading up category planning for beer, wines and spirits.

To replace Peter Sandström as marketing director, Gareth Brown joins Maxxium UK from Beam Suntory, where he worked for 10 years.

Riley said: “As a supplier of premium spirits including cognac, vodka and some of the best loved whiskies from around the world, we recognise the importance of executing our plans with excellence through to the point of purchase.  This ethos lies at the heart of our business and the new executive team, as well as the wider business will be guided by this premise, ensuring we put our customers and consumers first.”




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