Maxxium rebrands as Edrington-Beam Suntory UK
Published:  07 March, 2018

Spirits distributor Maxxium UK is rebranding as Edrington-Beam Suntory UK Distribution Limited to highlight its joint owners.

The business is a joint venture between Edrington, which produces Macallan, Laphroaig and other Scotch whiskies, and Beam Suntory, the world’s largest bourbon producer.

It counts brands including The Famous Grouse, Highland Park, Auchentoshan, Maker’s Mark, Jim Beam and Suntory in its stable.

Edrington-Beam Suntory UK is also responsible for Courvoisier cognac, Brugal 1888 rum and the Lucas Bols portfolio.

The rebrand is effective from April 1, and the distributor is also taking on a few more Beam Suntory brands from May: Effen Vodka, the Sauza Tequila family and Kilbegggan Irish Whiskey.

It is the third largest spirits supplier in the UK and grew sales 5% in 2017 (Nielsen and CGA).

Managing director Mark Riley said: “Our premium portfolio continues to drive consumer demand in the UK marketplace. There seemed no better time to cement this strong position by drawing on the heritage and recognition of two of the world’s most prestigious spirits producers – making our business better understood in the UK market.

“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.”

He added: “The additions to the portfolio complement our strategy of developing premium brands in growing categories and we are incredibly excited about their potential, building on the platform Catalyst Brands has created. 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.

 “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.

“We are combining the heritage of both businesses from which we take our name and the long histories of the brands under our stewardship. This, together with our forward-looking approach to developing spirits to suit new tastes and audiences, will help us continue to grow with our customers.”