GLOBAL: Maxxium takes in Allied brands
Maxxium is looking to expand its distribution operations globally. The distributor, equally-controlled by Rémy Cointreau, The Edrington Group, Jim Beam Brands and V&S Group, is to merge the brands Jim Beam (JBB) gained following Pernod's purchase and subsequent sale of some Allied Domecq brands to JBB's parent company, Fortune Brands, earlier this year, into the organisation.
In Germany, plans are in hand to merge JBB distribution operations with Maxxium Deutschland to create a unified business that will become the number three international player in the German market. The brands Kuemmerling, Jacobi, Sauza, Canadian Club and Harveys will be integrated into Maxxium's existing portfolio of brands which include Absolut, The Famous Grouse, Remy Martin, Jim Beam and Malteserkreuz.
In Spain, Maxxium's current business is conducted through a joint venture partnership with Diego Zamora, owner of the Licor 43 liqueur brand. Maxxium has decided, however, to terminate this partnership early next year, and merge its portfolio into JBB's distribution operations in Spain, and call the entity Maxxium Espana.
The four shareholder partners have agreed that the former Allied brands Courvoisier, Teachers and Laphroaig will not be distributed by Maxxium. As a consequence JBB will make separate arrangements for their distribution in all markets. In the UK, since those brands constitute a large part of the volume of the brands acquired, JBB has decided to continue to operate independently, using the distribution infrastructure recently acquired.
As a result of the volume of business acquired by JBB in the Philippines, Maxxium has decided to create a new operation in that market, and is in the process of incorporating a new subsidiary which is expected to start trading in the autumn.
Elsewhere in the world, the distribution of all the other brands recently acquired by JBB is being transferred to Maxxium. "Over the coming months we expect the transfer to be largely completed," the distributor said in a statement. "Several of these transfers are in transition now. We estimate that the total new business being introduced to Maxxium will increase our global turnover by approximately 20%."
Ben van Doesburgh, chief executive, said: "Maxxium is delighted that it has been entrusted with the distribution rights for these new brands, and already has its integration plans in place in all its markets. Maxxium's position will be significantly enhanced with the introduction of the additional brands; this will help us in the pursuit of our global mission - driving effectiveness and efficiency to create superior global presence for our premium brands."
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