Maxxium UK restructures to reflect changing spirits market

Claire Dodd

Claire Dodd

08 June 2016

Maxxium UK has announced plans to restructure its business in line with current spirits trends.

The drinks marketing and distribution firm, whose brands include The Famous Grouse, Laphroaig, Jim Beam, Maker's Mark and Courvoisier, said it is to shake-up its executive team, introduce a London division, and increase investment in its premium portfolio.

Maxxium's wholesale and cash and carry teams will also merge, to unlock growth among multiple pub groups.

According to a release from the company, the restructure would allow it to accelerate its 'leadership in whiskies and cognac', while delivering an intensified focus on major UK cities.

'This is an exciting time for Maxxium as we embark on the next phase of business growth,' managing director Mark Riley said. 'We are investing to develop identified opportunities to secure growth in premium spirits. Our new structure aligns our business with those opportunities and will allow us to work with our customers to develop effective plans.'

The London division will be headed up by marketing director of eight years Peter Sandström who has been named general manager. Sandström will be replaced by Beam Suntory's international senior director for Scotch, Irish and Japanese whiskies, Gareth Brown.

Jim Grierson, sales director on-trade is to retire after three decades of service, and will be succeeded by Andrew Morrison who will also oversee the company’s route to market channel and field sales outside of London.

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