Maxxium UK rebrands business

Maxxium UK will rebrand as Edrington-Beam Suntory UK Distribution next month in order to make its business “better understood” in the UK.

Edrington-Beam Suntory UK Distribution will implement an “up-weighted focus” on Jim Beam

Maxxium UK is the sales, marketing and distribution joint venture between Edrington and Beam Suntory in the UK. The firm – the third largest spirits business in the UK – will become Edrington-Beam Suntory Distribution UK Distribution from 1 April 2018.

Mark Riley, managing director of the business, said: “Our premium portfolio continues to drive consumer demand in the UK marketplace.

“There seemed no better time to cement this strong position by drawing on the heritage and recognition of two of the world’s most prestigious spirits producers – making our business better understood in the UK market.”

The rebrand comes as the company’s portfolio sales grew by 5% in 2017.

Edrington-Beam Suntory UK Distribution will also increase its footprint by taking over the UK marketing and distribution of Effen Vodka, Sauza Tequila and Kilbegggan Irish whiskey from Catalyst Brands from 1 May.

Looking ahead, the newly branded business will implement an “up-weighted focus” on Jim Beam and The Famous Grouse and will aim to grow the presence of its contemporary whiskies – including Maker’s Mark and Auchentoshan.

Its strategy will also seek “continued growth” in single malts, an “even stronger presence” in the luxury sector, and further investment in Courvoisier. The company confirmed it has “further launches planned for 2018”.

Riley added: “We are combining the heritage of both businesses from which we take our name and the long histories of the brands under our stewardship. This, together with our forward-looking approach to developing spirits to suit new tastes and audiences, will help us continue to grow with our customers.”