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Maxxium UK reinvents itself as Edrington-Beam Suntory UK

Published:  07 March, 2018

Leading whisky and cognac distributor Maxxium UK is putting its key brands front and centre with a name change as it prepares to expand its footprint in premium and super premium spirits.

Maxxium UK, which is co-owned by spirits makers Edrington and Beam Suntory, will officially operate as Edrington-Beam Suntory UK when the change takes effect on April 1.

The decision reflects the long-running partnership between Edrington and Beam Suntory which led the company to a 24% market share of the total UK whisky market in 2017 (Nielsen and CGA data to the end of December) through brands like the Famous Grouse blended Scotch, Jim Beam and Maker’s Mark bourbons, and The Macallan, Laphroaig, Highland Park and Auchentoshan single malts.

As well as strengthening these core brands, the rename also reflects a decision by the company to grow its portfolio of high-end spirits, with a number of new additions including Effen Vodka, Sauza Tequila family and Kilbegggan Irish Whiskey taken on to reflect the growth in premium and super premium.

“Premium and super premium is expected to grow by 6% and 10% respectively over the next four years,” Mark Riley, managing director of Edrington-Beam Suntory UK, making reference to IWSR data.

“These brands won’t add great volume or value in the short term, but they offer us the opportunity to grow our business in exciting and growing categories.”

Edrington-Beam Suntory UK will take on marketing and distribution for these brands when they join the portfolio from May 1.

As Edrington-Beam Suntory UK, the company will continue to act as an autonomous entity, responsible for the distribution and sales of the Beam Suntory and Edrington portfolios in the UK, along with third party brands, including those owned by Lucas Bols – for the which the company has exclusive distribution rights in the UK.

For the full interview with Edrington-Beam Suntory UK managing director Mark Riley, see this month’s Harpers.