Maxxium UK rebrands to Edrington-Beam Suntory and relocates to Glasgow

March 7th, 2018 | Posted in: News

Spirits company, Maxxium UK, the UK sales, marketing and distribution company owned by Edrington and Beam Suntory, will be known as Edrington-Beam Suntory UK Distribution Limited, from the 1st April. The rebrand, also coincides with the company relocating to Glasgow from Stirling, although it will not share premises with Edrington, who recently moved their HQ to the city.  The executive team is currently shortlisting potential sites in central Glasgow.

The business, which was formed in 18 years ago, includes in its drinks portfolio The Famous Grouse; The Macallan, Laphroaig, Highland Park and Auchentoshan single malts as well as Jim Beam and Maker’s Mark bourbons; House of Suntory Japanese whiskies; Courvoisier cognac, Brugal 1888 rum and the Lucas Bols portfolio. From the 1st May it is will also market and distribute Beam Suntory brands – Effen Vodka, the Sauza Tequila family and Kilbegggan Irish Whiskey.

Mark Riley, managing director of Edrington-Beam Suntory UK said, ““These additions to the portfolio complement our strategy of developing premium brands in growing categories and we are incredibly excited about their potential, building on the platform Catalyst Brands has created. Premium vodka continues to grow ahead of the market, tequila has been one of the fastest-growing spirits in recent times and Irish whiskey continues to go from strength to strength.”

The new company will be focussing on two of the biggest brands in the portfolio – Jim Beam and The Famous Grouse with up-weighted focus and investment. It will also seek to grow the ‘contemporary whiskies’ category in the UK with investment behind Maker’s Mark, Naked Grouse and Auchentoshan. Plans are afoot to build a stronger stronger presence in the growing luxury segment of spirits through The Macallan, as well as Japanese whisky brands, Hibiki, Yamazaki, Hakushu and the new single grain whisky, Chita. Edrington-Beam Suntory UK will continue to develop new brands, such as Dominican rum, Brugal 1888 and recently-launched Roku Japanese Gin, alongside the newly integrated Sauza Tequila, Kilbeggan Whiskey and Effen Vodka brands, with further launches planned for 2018

Mark Riley comments, “Alongside plans for our category-leading whiskies, we will continue to innovate in cognac and mixables, as well as in categories where we see consumer-led opportunities to innovate and add value.”

He concludes, “We already have some of the world’s most prestigious and well-established brands in our portfolio. We work closely with our shareholders and customers to bring innovation to the market with the likes of Roku Japanese Gin and Brugal 1888 rum.

“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.”

Edrington-Beam Suntory UK is the third largest spirit business in the UK – the largest being Diageo, followed by Bacardi Brown Forman Brands. http://www.maxxium.com 

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Susan Young
Susan Young is a journalist who has spent the last 20 years editing the DRAM. Prior to that, she spent a decade working in Public Relations and Events dealing with clients as diverse as Cumbernauld Development Agency and James Burrough Distillers. Her knowledge of the Scottish licensed trade is extensive and she also instigated the first ever Scottish licensed trade awards which have evolved into the Scottish Bar and Pub Awards.


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