Maxxium UK announces new London focus

Premium branded spirits supplier Maxxium UK has announced a restructure, key executive shuffle, and the introduction of a London division as it seeks to capitalise on growth opportunities.

Peter Sandström will lead Maxxium UK’s new London division

Under a “Simpler, Faster, Better” approach, Maxxium UK will intensify its focus on major cities, with a new executive team in place from June.

In addition, the wholesale and cash and carry teams will combine into one, with additional focus and resource allocated to the multiple pub group channel.

“This is an exciting time for Maxxium as we embark on the next phase of business growth,” said Mark Riley, managing director.

“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.”

He continued: “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.”

Executive reshuffle

The new London division is headed by former marketing director Peter Sandström, who will now serve as general manager. His development of the business will inform the approach for other major cities in the UK.

To replace Sandström as marketing director, Gareth Brown has joined Maxxium UK from Beam Suntory where he worked for 10 years, most recently as senior director for Scotch, Irish and Japanese whiskies across the international region.

Following three decades with the company, Jim Grierson, sales director on-trade, is retiring and will be succeeded by Andrew Morrison. His responsibilities include overseeing the company’s route-to-market and field sales outside of London. Morrison joined Maxxium in 1999 and has since held senior on- and off-trade roles.

Susanne Wood has been named sales director retail and will lead the team dedicated to multiple grocery and impulse. She will also head up Thomas Lowndes, a culinary-strength alcohol supplier to the food industry.

Formerly Maxxium’s business sector controller for managed retail, Wood joined the company from Sainsbury’s where she worked for 11 years in various roles.

Completing the executive team are Gail Cockburn, HR director; Gary Thomson, business services director; and Neville Ross, who joined the business from Edrington as finance director.

Riley continued: “Peter is a cornerstone in the business and his industry expertise will play a crucial role in leading our London team to success. Andrew, Susanne and Gareth bring a wealth of industry knowledge and unwavering customer and consumer focus, which will be instrumental in forging stronger partnerships, driving excellence and developing mutually profitable growth across the portfolio, most notably in whiskies, Cognac and vodka.

“It is with sadness and immeasurable thanks that we say goodbye to Jim Grierson, a leading industry figure and one of Maxxium’s original executive team. Jim leaves many ground-breaking achievements, including MIXXIT and an industry leading field sales team, where his legacy will support business growth for many years to come. His exceptional commitment will be greatly missed and we wish him happiness in his retirement.”