This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
News
Beam ends Maxxium ‘venture brands’ deal
Beam Suntory has switched UK distributors for its portfolio of ‘venture brands’, including Sauza Tequila and Kilbeggan Irish whiskey, from Maxxium UK to Catalyst Brands.
Sauza Tequila will now be distributed in the UK by Conviviality’s Catalyst Brands
Catalyst Brands will act as sole distributor for the group’s Sauza Tequila, Kilbeggan and Tyrconnell Irish whiskeys, DYC Spanish whisky and Larios Dry Gin from 1 April across the UK and Northern Ireland.
Sauza, Tyrconnell and Kilbeggan are currently distributed in the UK by Maxxium UK – a sales, marketing and distribution alliance between Beam Suntory and Edrington. Larios Dry Gin is not currently available in the market.
“Innovation is a key strategic pillar for growth in the Beam Suntory business, and we have identified Catalyst Brands as a key partner in building these brands within the UK,” said Jonathan Marsh, commercial director for Western Europe at Beam Suntory.
“We recognise that the Maxxium business has done an excellent job in establishing the Sauza brand in the UK, whilst successfully introducing Larios 12 Premium Gin, Kilbeggan and Tyrconnell brands.
“We believe that there is an opportunity to build on these successes by implementing a focused approach to developing these brands further, while launching one of the Beam Suntory group’s flagship brands, Larios Gin, into the UK.”
Beam Suntory will retain ownership of its ‘venture brands’ under the agreement, which does not affect any other brands currently distributed by Maxxium UK.
“We are proud of the work we have carried out on these brands and wish Catalyst Brands every success for their continued development,” said Mark Riley, newly appointed managing director of Maxxium UK.
“This new agreement will allow us to focus resources on our leading global whiskies, Cognac and vodka brands to drive accelerated, sustainable and profitable growth for the long-term health of the spirits category.”
Catalyst Brands is a trading division of Conviviality PLC and has handled brands for groups including Campari and Marie Brizard Wine & Spirits in the UK.