Maxxium has detailed the reorganisation of its travel retail wing, ahead of the slimming down of the sales and distribution alliance next month.

The company, originally a joint venture between Beam Global Spirits & Wine, The Edrington Group, Rémy Cointreau and Vin & Sprit, will pair down to a partnership between Beam Global and Edrington from 1 April.

The new alliance said yesterday (16 March) that, in Europe, Maxxium Global Travel Retail (GTR) will become Maxxium Travel Retail. In the Asia Pacific region, the sales and distribution activities previously managed by Maxxium GTR will be transferred to domestic teams in the markets that will form part of the new Beam and Edrington partnership - these markets include Australia, New Zealand, China, Hong Kong, South East Asia, Indochina and Philippines.

Meanwhile, in the Americas, Rémy Cointreau Travel Retail Americas will manage distribution of Edrington's brands in North America duty free while Edrington will directly manage the distribution of its brands throughout Latin America. Beam Global will continue to manage the distribution of its brands in the US duty free market and will now add Canada and Latin America currently handled by Maxxium GTR.

Finally, in the Middle East and Gulf, F.I.X. Wines and Spirits will manage distribution of both the Beam Global and Edrington portfolios.

Maxxium Travel Retail in Europe and the alliance markets in Asia Pacific will have full responsibility for the brand building and distribution of the Beam Global and Edrington portfolios of brands in the duty free and travel retail channels, the company said. In addition, they will also distribute a number of the third-party-owned brands, currently distributed by Maxxium GTR.

"We are delighted with this new alliance between Beam Global and Edrington," said Tim Patterson, director of duty free and travel retail at Edrington, on behalf of the new alliance. "There are great opportunities for us to continue the strong growth of our brands in both domestic and duty free markets; the creation of MTR, our European JV, will position us as a key supplier of leading travel retail brands."

Erik Juul-Mortensen, president of Maxxium GTR added: ""Some of the individuals who are part of the Maxxium GTR team will be transferring to the new Beam Global and Edrington alliance. I thank all members of the Maxxium Global Travel team for their dedication, service and contribution to our success over the years. I wish each and every one of them the very best for the future."

Vin & Sprit pulled out of the Maxxium organisation last year, when the Swedish company was acquired by Pernod Ricard. Remy Cointreau announced its intention to exit the venture - later this month - back in 2006. The move cost the France-based firm EUR241m ($324.3m) before tax in compensation.