By Ian Neubauer

Beam Global Spirits and The Edrington Group of Scotland announced today (September 4) the launch of a new sales and distribution alliance built on the existing Maxxium organisation, effective March 31, 2009.

The new alliance follows early termination of a long-standing partnership between Maxxium Worldwide and Vin&Spirit (V&S) and was engineered to maintain the momentum Maxxium has delivered to shareholders since its inception in 1997.

The Beam Global/Edrington alliance will cover 24 markets with combined sales of more than $1.3 billion. It will give the two companies joint ownership of the Maxxium organisations in ten markets: Spain, UK, Russia, China, Hong Kong, European travel retail, Singapore, Malaysia, Indonesia and Thailand.

In Australia, the Beam Global-owned Maxxium organisation will distribute both the Beam Global and Edrington brands in continued affiliation with Coca-Cola Amatil (CCA). Similar agreements will apply to New Zealand, Canada, Philippines, Germany, Cambodia, Laos and Vietnam.

“We are delighted to announce our new alliance. It enables the collective strength of our combined and complementary portfolios of premium brands to flourish in a more efficient and responsive distribution vehicle,” said Beam Global Spirits & Wine CEO, Tom Flocco, and The Edrington Group CEO, Ian Curle, in a joint statement.

“It also will build on the success of Maxxium by providing improved agility at a local level, with increased access to consumers. Importantly, the alliance drives value and growth in many of our main markets,” they said.

The alliance aims to achieve leading positions in bourbon through Jim Beam and Maker’s Mark, Scotch whisky via The Famous Grouse and The Macallan, Canadian whisky with Canadian Club, tequila through Sauza and rum with Brugal.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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