Maxxium UK, the UK spirits company, is expanding its marketing division to offer a dedicated new product development (NPD) unit to work with its brand owner partners.

The team will be led by Paul Murray as insight, innovation and new product development manager and brings Maxxium's existing consumer insight team into the marketing division for the first time. Murray is also recruiting an additional NPD brand manager to work on more than a dozen NPD initiatives already in development with brand owners.

The company's recent NPD successes include working with shareholder The Edrington Group to launch The Famous Grouse Liqueur and 'Jon Mark and Robbo', a new range of contemporary malt whiskies. Plymouth Gin Fruit Cup, developed with V&S Absolut Spirits, is also being rolled out nationally after successful trials.

In a statement, Maxxium UK marketing director Huw Pennell said: "By bringing together our consumer insight teams with greater marketing resources we can deliver a faster and more focused response to market changes.

"Our most recent launches have been extremely well received and, following detailed analysis of the market to identify global and national trends, Maxxium and its partners are gearing up for a significant number of NPD launches."