Maxxium UK rebrands and adds three new products to portfolio

By Nikkie Sutton

- Last updated on GMT

Pushing forward: value sales of the Edrington-Beam Suntory UK portfolio grew by 5% in 2017
Pushing forward: value sales of the Edrington-Beam Suntory UK portfolio grew by 5% in 2017

Related tags: Scotch whisky, Distilled beverage

Spirits business Maxxium UK is set to rebrand as Edrington-Beam Suntory and is adding vodka, Tequila and Irish whiskey to its portfolio.

The rebrand aims to reflect the “long-term strategic partnership” between spirit producers Edrington and Beam Suntory, and manages UK sales, marketing and distribution of a varied portfolio including The Famous Grouse blended Scotch, Jim Beam and Maker’s Mark Bourbons, and Courvoisier cognac.

The move comes as brands in the Edrington-Beam Suntory UK portfolio grew by 5% in value in 2017 and it is claimed to be the third largest spirit business in the UK, with a portfolio of whiskies having a 24% value share.

Edrington-Beam Suntory UK 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 spirit producers – making our business better understood in the UK market.”


He added: “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 whiskies, we will continue to innovate in cognac and mixers, as well as in categories where we see consumer-led opportunities to innovate and add value.”

New brands that will be joining the Edrington-Beam Suntory portfolio from 1 May 2018 are Effen Vodka, the Sauza Tequila family and Kilbeggan Irish Whiskey.

Riley added: “These 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.”

Future growth

The brand has also revealed plans for future growth including upweighted focus and investment on two of the biggest brands in the portfolio – Jim Beam and The Famous Grouse.

The business will also look to grow the ‘contemporary whiskies’ category in the UK, and this will be led by a key city strategy and investment for brands including Maker’s Mark, Naked Grouse and Auchentoshan, aiming to capitalise on heightened interest in whiskies among younger drinkers.

There will also be a focus to continue growth in single malts, building a stronger presence in the luxury segment of spirits such as investment for cognac brand Courvoisier.

Lastly, plans also include developing new brands such as Dominican rum Brugal 1888 and recently launched Roku Japanese Gin, alongside the newly integrated brands.

Riley said: “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.”

Related topics: Spirits & Cocktails

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