Maxxium UK to handle Suntory whisky brands

UK distributor Maxxium has expanded its portfolio as it takes control of Suntory’s Scotch and Japanese whiskies following the group’s merger with Beam.

Maxxium UK will now distribute Beam Suntory’s Japanese whisky and Morrison Bowmore Scotch in the UK

Maxxium, distributor for Beam Inc’s brands in the UK, will now handle the Morrison Bowmore single malt whisky brands including Auchentoshan, Bowmore and Glen Garioch, as well as the Hibiki, Yamazaki and Hakushu Japanese whisky brands and Midori melon liqueur in the UK.

Japanese drinks group Suntory acquired Makers Mark and Courvoisier owner Beam Inc in January last year for US$16 billion, creating Beam Suntory, into which both groups’ spirits brands have been integrated.

Effective from 2 March, Suntory’s spirits brands will be incorporated into Maxxium UK as part of Beam Suntory’s integrated routes to market.

“These leading brands join Maxxium at an exciting time when consumer demand for premium products with provenance continues to grow,” said Maxxium UK’s outgoing managing director Huw Pennell

“This integration complements our award-winning portfolio perfectly and ensures that we can continue to provide our customers with an unrivalled portfolio and expertise enabling them to meet the needs of the whisky consumer, while Midori broadens our liqueurs and specialties offering.”

It was announced last month that Pennell is to leave the company after 16 years to take up a newly created position at one of the firm’s shareholders, Edrington.