Maxxium UK has formally appointed industry veteran Huw Pennell as managing director.

The company said yesterday (7 February) that Pennell would assume the position with immediate effect. Pennell, 44, has been acting MD since August last year.

Having joined Maxxium in 2002, Pennell previously worked at Allied Domecq, Scottish & Newcastle and Rémy-Cointreau.

"The spirits category has been at the forefront of the so-called 'premiumisation' of the drinks industry - meeting consumer demands for higher quality products,"  Pennell said.

"Maxxium's portfolio is the envy of the industry, and we are perfectly positioned to capitalise on that growth in demand. I will continue to place quality at the heart of our strategy, and focus on providing the highest standards of customer service in the business."

Stirling-based Pennell will report to Richard White, executive board director of Maxxium Worldwide in Amsterdam.

Maxxium is equally controlled by Rémy Cointreau, The Edrington Group, Beam Global Spirits & wine and V&S Group.