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NETHERLANDS: Edrington Group, Lucas Bols sign JV deal

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Scotch whisky distiller The Edrington Group and Lucas Bols are to form a distribution venture in the Netherlands, responsible for brands currently handled by the Maxxium partnership in the country.

Both drinks firms said today (3 March) that the current Maxxium Netherlands distribution business will become a joint venture between their two companies.

The change is effective from 1 April, when Remy Cointreau is due to exit the Maxxium Worldwide venture, leaving Edrington and Beam  Global Spirits & Wine as the two remaining partners.

Edrington and Beam are to continue together in a new international distribution alliance, but one of the firms will take a lead in  certain markets. Edrington is to lead distribution in Scandinavian countries, as well as Taiwan and South Korea, for example.

Both Edrington and Lucas Bols, which own The Famous Grouse Scotch whisky and a range of liqueurs respectively, said today that the Maxxium Netherlands portfolio will remain the same.

As well as their own brands, the firms will continue to distribute: Coebergh, Hartevelt, Jägermeister, Rémy Martin Cognac, Cointreau, Piper-Heidsieck, Passoà, Pisang, Licor43, Sauza, Jim Beam and Freixenet.

Maxxium Netherlands' brands account for around 17% of the Dutch spirits market.


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