Maxxium UK – distributor of Courvoisier, Macallan and The Famous Grouse – is getting a name change to reflect the long-term partnership between Edrington and Beam Suntory.
Edrington-Beam Suntory UK might be mouthful, but the rebrand will see the introduction of Effen Vodka, Sauza Tequila and Kilbeggan Irish Whiskey to the portfolio.
The new additions are the first stage in a six-point plan for growth by the new merger. These include ‘up-weighted focus’ and investment on two of the biggest brands in the portfolio: Jim Beam and The Famous Grouse. To cut through the marketing speak, that means focusing on the ‘contemporary whiskies’ category in the UK market, building stronger presence in the growing luxury segment of spirits, developing new brands such as Dominican rum Brugal 1888 and investing in Courvoisier.
‘Our premium portfolio continues to drive consumer demand in the UK marketplace,’ said managing director Mark Riley. ‘As Edrington-Beam Suntory UK, we will continue to work with our customers across all sectors to build a growing whiskies category that excites, innovates and offers great value for consumers, customers and suppliers.
‘Alongside plans for our category-leading whiskies, we will continue to innovate in cognac and mixables, as well as in categories where we see consumer-led opportunities to innovate and add value.’
‘These additions to the portfolio complement our strategy of developing premium brands in growing categories,’ continued Riley. ‘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.’
The Maxxium rebrand will take effect from 1 April.