Maxxium to focus on London and cities after head office shuffle

By Nicholas Robinson

- Last updated on GMT

UK whisky distributor head office shuffle

Related tags Oak Chardonnay Business

Branded spirits supplier Maxxium will restructure its business to better reflect the modern-day spirits market and to capitalise in growth areas, such as major UK cities.

Maxxium, which supplies around 10 premium whisky products, is reshaping in a bid to boost its whisky and cognac trade and to focus more on major cities such as London, Birmingham and Manchester.

As part of the restructure, the company will make several changes to its executive team, including the appointment of former marketing director Peter Sandström as general manager of the London division.

Exciting time

Peter Sandstrom_1
Peter Sandström, new GM

Andrew Morrison will take over from retiring Jim Grierson as the new sales director for the on-trade, while Susanne Wood will be appointed as retail sales director and Gareth Brown will replace Sandström as marketing director.

Managing director Mark Riley said: "This is an exciting time for Maxxium as we embark on the next phase of business growth.

"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."

Maxxium recently launched a Double Oak liquid in its Jim Beam​ range, which has a recommended retail price of £27.99 and a 43% ABV.

American oak barrels

The Bourbon is aged twice in two different American oak barrels, which gives the liquid a vanilla nose that leads to deep charred and oak flavours, along with rich caramel and toffee notes.

At the time, marketing controller for Maxxium UK Janice McIntosh said: "More than ever before, consumers are searching for brands with genuine provenance and craftsmanship."

A multimedia marketing campaign along with PoS was rolled out to the on-trade after the launch in April.

Capturewhisky lineup

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