UK: Maxxium adds two brands to portfolio

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Maxxium UK has strengthened added to its growing shooter portfolio with the addition of Vaccari sambuca. Vaccari joins a portfolio that already includes After Shock and Sourz.

"Sambuca is traditionally seen as a generic category with low brand awareness. Maxxium UK aims to build the Vaccari brand focusing on its quality and style; targeting 18- to 26-year-olds who drink in mainstream style bars to drive value in the category and raising the profile of quality sambuca," the company said.

In a further addition to its portfolio, Maxxium UK has also acquired St. Rémy the world's number one French Grape brandy, which it said gave it a firm foothold in the growing French Grape Brandy category.

Maxxium UK marketing director Huw Pennell said: "The sambuca category is already growing fast, up 27% on last year. We believe there is a strong opportunity to take on and grow a sambuca brand within our portfolio.

"As we have demonstrated…we have a strong understanding of building shooter brands and will look to exploit Vaccari's full potential.

Pennell said the company continues to review its portfolio with the aim of making strategic additions in key areas where there is strong market growth and we it is not currently represented.

Sectors: Spirits, Wine

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