SPAIN: Maxxium expands reach with Spanish JV

By Chris Brook-Carter | 18 January 2002

Maxxium, the distribution partnership between Highland Distillers, Jim Beam Brands, Remy Cointreau and Vin & Sprit, has expanded its operations in Spain, through a joint venture with Cartagena-based drinks company Diego Zamora.

Maxxium's Spanish arm, Maxxium Espana, announced today that it had set up the 50/50 distribution joint venture, which will be called Zadibe Maxxium.

The company will distribute Maxxium and Diego Zamora brands in the Spanish market and is expected to have a turnover of €96m.

In a statement, Maxxium said: "Zadibe Maxxium offers strategic advantages to both partners. Maxium Espana benefits from the inclusion of Licor 43, a successful brand on the Spanish market. Diego Zamora considerably strengthens its distribution portfolio with Maxxium key brands.

"The new joint venture has a national sales force with a focus on and considerable know-how in on-premise brand building distribution," it said.

Zadibe Maxxium's sales network includes peninsula Spain, the Canaries, Balearics and Andorra and its regional strength lies in Cataluna and Levante.

The company will be based in Barcelona.

Companies: Cointreau