Drinks International - The global choice for drinks buyers
Maxxium UK to become Edrington-Beam Suntory UK Distribution
Published:  07 March, 2018

Maxxium UK has announced that it is to change its name to Edrington-Beam Suntory UK Distribution Limited, from April 1.

The business, which is a joint venture between Edrington and Beam Suntory, manages UK sales, marketing and distribution of a portfolio of brands – including The Famous Grouse blended scotch; Jim Beam and Maker’s Mark bourbons; The Macallan, Laphroaig, Highland Park and Auchentoshan single malts; House of Suntory Japanese whiskies; Courvoisier cognac, Brugal 1888 rum and the Lucas Bols portfolio.

The company says the rebranding comes as brands in the Edrington-Beam Suntory UK portfolio grew by +5% in 2017. It says it continues to out-perform the UK spirit market, cementing its position as third largest spirit business in the UK, with its portfolio of whiskies commanding a 24% value share (Value sales, combined on and off trade: CGA 52 w/e 02.12.17, Nielsen 52 w/e 30.12.17)

Edrington-Beam Suntory UK has also announced that it will take on marketing and distribution for Effen vodka, the Sauza tequila family and Kilbegggan Irish whiskey. These Beam Suntory brands will join the portfolio from May 1,2018.

Edrington-Beam Suntory UK managing director Mark Riley, said: “Premium vodka continues to grow ahead of the market, tequila has been one of the fastest-growing spirits in recent times and Irish whiskey continues to go from strength to strength.”

As to plans for future growth, the new company has outlined its focus on a range of platforms to ensure continued growth:
· Up-weighted focus and investment on two of the biggest brands in the portfolio – Jim Beam and The Famous Grouse;
· Growing the ‘contemporary whiskies’ category in the UK market. This will be led by a key city strategy and investment for brands including Maker’s Mark, Naked Grouse and Auchentoshan, capitalising on heightened interest in whiskies among younger drinkers;
· Continued growth in single malts. With a portfolio including The Macallan, Laphroaig, Highland Park, Bowmore and The Ardmore, the new business has a single malt whisky to meet every consumer occasion, price point and taste profile, says E-BS UK;
· Building a stronger presence in the growing luxury segment of spirits through The Macallan, as well as Japanese whisky brands, Hibiki, Yamazaki, Hakushu and the new single grain whisky, Chita;
· Investment for Courvoisier, the UK’s leading cognac brand and one of the biggest UK spirits brands, which will continue to grow its premium offering through VSOP and premium marques;
· Edrington-Beam Suntory UK will continue to develop new brands, such as Dominican rum, Brugal 1888 and recently-launched Roku Japanese Gin, alongside the newly integrated Sauza Tequila, Kilbeggan Whiskey and Effen Vodka brands, with further launches planned for 2018.

Riley said: “We already have some of the world’s most prestigious and well-established brands in our portfolio. We work closely with our shareholders and customers to bring innovation to the market with the likes of Roku Japanese Gin and Brugal 1888 rum.”