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Maxxium UK rebranded as Edrington-Beam Suntory UK Distribution

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Maxxium UK, the distribution arm of Edrington and Beam Suntory, has been renamed to better reflect its surviving members.

Edrington-Beam Suntory UK Distributions portfolio will include the Jim Beam range

Edrington-Beam Suntory UK Distribution's portfolio will include the Jim Beam range

The new business will be named Edrington-Beam Suntory UK Distribution, the two companies announced today in a statement. The change will make "our business better understood in the UK market", the statement said.

The Maxxium joint venture was created in 1999 along with Remy Cointreau and, two years later, Absolut owner Vin & Sprit. Remy Cointreau dropped out of the partnership in 2009 after Pernod Ricard acquired Vin & Sprit.

Today, the business manages UK sales, marketing and distribution for brands including The Famous Grouse, Jim Beam and Maker's Mark Bourbons, The Macallan, Laphroaig and Highland Park. The rebranding will take place on 1 April.

"Our premium portfolio continues to drive consumer demand in the UK marketplace," said Maxxium UK managing director Mark Riley. "There seemed no better time to cement this strong position by drawing on the heritage and recognition of two of the world's most prestigious spirits producers."

A Maxxium spokesperson told just-drinks that the group's other units will retain the same name. "Maxxium Spain and Maxxium Russia will remain Maxxium-branded, though they are independent of the UK company," the spokesperson said.

just-drinks' Mergers & Acquisitions database - February 2018


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