UK: Maxxium to give Snow Leopard vodka distribution boost

By | 4 July 2013

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Maxxium is taking on the UK distribution of Edrington's luxury vodka brand Snow Leopard, the company announced today (4 July).

Launched in 2006, Snow Leopard was acquired by Edrington, which has a 50% stake in Maxxium, for an undisclosed sum in January this year. The brand was owned by Simon Sparrow, a former global VP at Allied Domecq

When owned by Sparrow, Snow Leopard was distributed by Whyte & Mackay, but that agreement had ended by the time Edrington bought it, just-drinks understands.

The 40% abv vodka is hand-crafted in small batches through a six-stage distillation process at the Polmos Lublin distillery in Poland.

Maxxium UK managing director, Huw Pennell described the brand as a "perfect strategic fit" for Maxxium UK. "The success of our luxury portfolio has been a key driver for us and the opportunity continues to grow,” he added.

Fifteen percent of profits from sales of the brand are donated to the Snow Leopard Trust, which works to protect the endangered snow leopard.

Expert analysis

The Future of the Spirits Market in the UK, to 2016

Future of the Spirits Market in the UK, to 2016 is the result of Canadean’s extensive market research covering the Spirits market in the UK.

Sectors: Spirits

Companies: Maxxium, Edrington, Allied Domecq, Whyte & Mackay

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