UK: Beam Global, Edrington begin alliance ball rolling in UK
The two companies, who make up half of the Maxxium distribution joint venture, said today (2 October) that they would base the alliance in the UK market out of Stirling in Scotland.
Huw Pennell, the current managing director of Maxxium UK, has been appointed as managing director of the alliance for the UK, while Drew Munro, managing director of Beam UK, will continue in his position in the interim and will be part of the steering group in the transition process.
"The collective strength of this new entity means that turnover will be considerably greater than the current Maxxium UK operation, and the increased volume share will establish the new joint venture as the number three spirits distributor in the UK," said Pennell.
Munro added: "Combining the Beam Global and Edrington portfolios creates a truly compelling portfolio of premium spirit brands; these are exciting times for the business and the industry."
In a joint statement, Donard Gaynor, managing director International at Beam Global, and Bill Farrar, group sales & marketing director at Edrington, said: "This is an important step in the transition towards the creation of our future alliance. Clearly we are at the early stages of the process; however, we are delighted with the progress being made so far."
The Beam Global and Edrington alliance, announced last month, goes live at the end of March, with the two companies taking joint ownership of Maxxium businesses in ten markets, including UK, Russia, China and Spain. Beam will then handle distribution for both firms in eight markets, including Australia, New Zealand, Germany and Canada, while Edrington will be responsible for Scandinavian markets, as well as Taiwan and Korea.
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