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UK: The Glenrothes joins Maxxium

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Maxxium UK is to distribute single malt Scotch whisky The Glenrothes.

The move signals the end of The Glenrothes' relationship with whisky specialist Gordon & MacPhail.

"Cutty Sark International (The Glenrothes' owner) has had a fruitful business relationship with Gordon & MacPhail," Luke Tegner, The Glenrothes' brand director, told just-drinks today (7 March). "We're looking to move The Glenrothes to the next level, which requires a brand marketing exercise. Maxxium has both the experience and a great portfolio of brands.

"In terms of malt whiskies, Maxxium distributes The Macallan, Highland Park and now The Glenrothes. I think you'd be hard-pushed to see a stronger portfolio."

When asked if he was worried about diluting the attention previously afforded to The Glenrothes, Tegner replied: "Maxxium have done really well in the past with the malts they've got, and we hope to benefit from this going forward."

Huw Pennell, managing director of Maxxium UK, added: "The distribution of The Glenrothes is an important addition to the Maxxium premium spirits range; it is a brand we have long respected and we are very excited to have been chosen to represent it in the UK,"

"Quality is at the heart of the Maxxium portfolio, and we see great potential for The Glenrothes, particularly in the on-trade and within specialist whisky retailers."

Maxxium UK will manage the full range of products including The Glenrothes Select Reserve and The Glenrothes Vintages 1991 and 1985.

Cutty Sark International is a joint venture between Berry Bros. & Rudd and The Edrington Group. Maxxium UK is part of Maxxium Worldwide, the global sales, marketing and distribution partnership of The Edrington Group, Rémy Cointreau, Beam Global Spirits & Wine and V&S ABSOLUT Spirits.


Sectors: Spirits

Companies: Cointreau

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