The drinks distribution group Maxxium has merged its existing travel retail operations with those of one of its owners V&S Group in the Nordic region. The merged portfolios will now operate under one flag, Maxxium Nordic Travel Retail. 

The move is part of the group's strategy, announced last year, to expand significantly its global travel retail (GTR) operations to cover a number of new regions.

This integrated business makes Maxxium Nordic Travel Retail the clear market leader in the region.  The portfolio includes Absolut Vodka, Danzka Vodka, Xante, Aalborg and Gammel Dansk as well as leading regional brands from V&S and  Rémy Martin Cognac, Cointreau, The Famous Grouse, The Macallan and Jim Beam Bourbon from Maxxium. The company also represents third party partners, including Whyte & McKay, Stroh, Antinori, Faustino, Williams & Humbert, Henkell and Hugel.

The expanded organisation will be headed by Erik Thomsen, who joins Maxxium as travel retail director Northern Europe.  He was previously purchasing director at Inflight Service.

John Mangiacapra, Managing Director of Maxxium Global Travel Retail, said: "By bringing together the Maxxium and V&S Group brands, we have been able to strengthen and deepen our sales, marketing and supply chain management resources in the Nordic region.  This creates a market leading company which provides an outstanding platform for us to work even more effectively with our trade partners to serve the consumer and thus build our great brands."

Maxxium Worldwide is jointly owned by four independent drinks companies - The Edrington Group, Jim Beam Brands, Rémy-Cointreau and V&S Group.