SCANDINAVIA: Maxxium to distribute Xanté and Heering

By | 29 May 2007

Maxxium Nordic has taken over the distribution of Xanté pear & Cognac liqueur and Heering cherry liqueur in the region.

The company confirmed today (29 May) that it will handle distribution of the brands in Sweden, Norway, Denmark and Finland - replacing V&S Group - from 1 September.

Maxxium Global Travel Retail is already the exclusive distributor of Xanté and Heering in global travel retail, while Maxxium distributes Heering in Germany, the Netherlands, Canada and Mexico. As part of the new agreement Xanté will be added to Maxxium's domestic portfolio in Germany.

"Maxxium is a formidable partner with state-of-the-art business infrastructure", said Adéle Nilsson, CEO of The Xanté Company and Peter F. Heering Company. "Being a key ingredient in many classic cocktails such as the Singapore Sling, Heering Cherry Liqueur is a 'must have' in all top bars. Together with Maxxium we will re-activate this world famous brand and reach new consumers."

V&S sold off Heering in September last year to the Tilander family, who already owned Xanté.

Sectors: Spirits

Companies: Maxxium, V&S

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