News

FRANCE: Rémy Cointreau to leave Maxxium

Most popular

Diageo/LVMH move for Pernod won't wash

just-drinks speaks to Pernod CEO Alex Ricard

How to win the marketing war in spirits

From cannabis to carbs - top innovation trends

The just-drinks Analyst returns

MORE

French spirits and Champagne group Rémy Cointreau is quitting the Maxxium distribution network.

Rémy, which owns brands including Mount Gay rum, Piper-Heidsieck Champagne and its namesake Cognac range, confirmed today (23 November) that it will leave Maxxium in March 2009. The decision will enable Rémy to consider alternative distribution options in its priority markets such as Asia.

The remaining members of Maxxium - The Edrington Group, Beam Global Spirits & Wine and V&S Group - have subsequently emphasised their commitment to the organisation.

"These partners remain fully committed to Maxxium and its long-term success and will be working together to ensure a smooth transition of the business," the compaies said. "Maxxium will remain a strong and highly effective business moving forward."

Ben van Doesburgh, Maxxium's CEO, said: "With the benefit of two years' notice and the related financial compensation, we feel we can manage the exit of the Rémy Cointreau brands without adverse effects for our other shareholders and third party brands." Although financial details were not disclosed, these will be announced together with Rémy Cointreau's half-year financial results on 12 December.

Bengt Baron, CEO at V&S, argued that Rémy was not one of the largest members in Maxxium. It is important to recognise that Rémy Cointreau's  brands only account for 15% of the case volume of Maxxium," he said.

"Maxxium will still be significantly larger than it was when the alliance was created in 1999 even after the exit of Rémy Cointreau."

Maxxium was established in 1999 as a reaction to the creation of Diageo, and expanded to include V&S in 2001. The organisation operates in most major spirits markets outside the US, South America, Africa and India.

No-one was immediately available at Rémy Cointreau when contacted by just-drinks today.


Related Content

Growing waiting list puts pressure on Travel Retail exhibition to leave Cannes - TFWA president

Growing waiting list puts pressure on Travel Retail exhibition to leave Cannes - TFWA president...

How did Remy Cointreau perform in Q3 2018? - results data

How did Remy Cointreau perform in Q3 2018? - results data...

Remy Cointreau toasts high-end Cognac as strategy pays off - Analysis 

Remy Cointreau toasts high-end Cognac as strategy pays off - Analysis ...

"If there's one rum brand that can legitimately play in the super-premium segment, it's Mount Gay" -...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?