Maxxium takes on Stolichnaya
Maxxium subsidiary The Edrington Group has signed an agreement with Russian vodka exporter SPI Group for the exclusive UK distribution rights to its Stolichnaya brand.
Coming into force no later than January 5, 2009, the deal will see Stolichnaya joining the portfolio of spirits distributed by Maxxium in the UK. A vodka-shaped gap had been left in Maxxium's range following the news in October that it was to cease distributing Vin and Sprit's (V&S) portfolio spirits, which included vodka brand Absolut.
The new arrangement covers all brand variations of Stolichnaya, which was previously distributed in the UK by Pernod Ricard - a company which had been getting around 80 per cent of its sales of the brand from the on-trade.
Maxxium UK managing director Huw Pennell said: "This is a complete win-win agreement that provides significant benefits to Maxxium, Edrington and SPI Group. The addition of a premium international vodka was a key strategic priority for the business and Stoli is precisely the sort of iconic brand that complements our existing portfolio."
