Maxxium is jointly-owned by Beam Suntory and Edrington

Maxxium is jointly-owned by Beam Suntory and Edrington

Beam Suntory has added a raft of spirits brands to the books of its Maxxium sales, marketing and distribution joint-venture in the UK.

Maxxium, which is jointly-owned by Beam Suntory and Edrington, is set to handle the Auchentoshan, Bowmore and Glen Garioch Scotch whisky brands, the Hibiki, Yamazaki and Hakushu  Japanese whiskies, and Midori melon liqueur. All these brands were owned by Suntory prior to its acquisition of Beam Inc last year.

The switch to Maxxium will take effect from 2 March.

“This integration… ensures that we can continue to provide our customers with an unrivalled portfolio and expertise enabling them to meet the needs of the whisk(e)y consumer, while Midori broadens our liqueurs and specialities offering,” said Maxxium UK's MD, Huw Pennell.

Late last month, the unit confirmed that Pennell will join Edrington from April to become the company's European regional manager director.