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Maxxium
UK re-launched recently as the new sales and distribution alliance
between Beam Global Spirits & Wine Inc and The Edrington Group.
The joint venture, which
maintains the Maxxium name and is headquartered in Stirling, develops
the collective and complementary strengths of the two respective
premium brand portfolios.
Globally the alliance spans 24
markets with combined sales of US $1.5 billion (GB £1.07
billion; 1.16 billion euros). In the UK, Maxxium is now one of the
top three spirits distributors with volume sales of over 3.5 million*
cases. Turnover within the Maxxium UK operation will be at least 30
per cent greater than before as a result of the brands currently
managed by Beam Global Spirits & Wine becoming part of the new,
enhanced portfolio.
Huw Pennell, managing director of
Maxxium UK said "As an entrepreneurial business with a
compelling portfolio of premium brands, these are genuinely exciting
times. We've built a new team with outstanding talent from Maxxium UK
and Beam Global UK and successfully blended together the Beam and
Edrington brands to create a forward-thinking business that can adapt
to market conditions.
"Our exceptional
portfolio of leading brands offers unprecedented scope to champion
our passion for simple long mixed drinks. Amongst others, we have The
Famous Grouse, Scotland's best selling whisky (1) and Courvoisier,
the most popular cognac brand (2) in our line-up.
Maxxium UK's Stirling-based
management team is drawn on existing talent from across the Beam and
Maxxium organisations. Supporting Pennell as managing director are:
from Beam - Peter Sandström, marketing director and Mark Riley,
commercial operations director and from Maxxium - Jim Grierson, sales
director on trade; David Everett, sales director off trade; Fiona
Gibson, human resources director and Scott McCroskie, finance, supply
chain and IT director.
Pennell added: "Our
on-going commitment to the UK drinks industry is mirrored by our
extensive on-trade sales force providing guidance, support and
training to help the trade develop and thrive.
"Our powerful on-trade
presence across the UK reflects our emphasis on premium brands, and
our passion for brand building extends even to the individual serve.
Raising standards across the industry has always been something we've
championed and our £3.5 million MIXXIT training initiative will
continue to take centre stage across our trade communications."
All sales, marketing and
distribution for Beam Global and Edrington's brands will be handled
via Maxxium UK from 1st April, building on the strong track record of
success delivered by Maxxium and Beam UK.
"Stir frys tend to be
seen as healthy meal solutions that are also convenient while cooking
aids, such as pastes and spices, give consumers the freedom to tailor
their meals to their taste, which they cannot do with ready meals."
She continues
Virtually all adults eat at least
one ethnic style of food, with just over three in ten of us consuming
five or more styles. Enjoyment of ethnic food is currently greatest
with young adults - peaking at just over seven in ten of those aged
25-44.
However, when it comes to ready
meals, our tastes wander closer to home with over half of consumers
eating British ready meals. In contrast to the decline in sales of
other ready meal sectors, Italian ready meals have increased 33% in
value from 2003 to £471 million in 2008.
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