Maxxium sets its sights on pre-mix

19 February, 2010

Maxxium UK will concentrate its efforts on developing a stronger, ”more innovative” pre-mix portfolio, according to off-trade marketing manager Gregor Mina.

The sales and distribution alliance, which was relaunched by Edrington and Beam Global last April after the exit of R?émy Cointreau and Vin & Sprit, is working on rolling out pre-mixed versions of its best?selling spirits brands after the success of Jim Beam Bourbon & Cola in 33cl cans.

Mina described the ready-to-drink category “as the next big thing?, but for grown-ups – that’s the difference”.

Maxxium’s key target audience for pre-mixed drinks will be consumers aged 25-?45 who want convenient, ready-mixed drinks on the go, he said. “It’s all about friends, entertaining and socialising at events like barbecues and picnics.”?He added that the company is currently experimenting with different pre-mix pack sizes and other innovations.

Maxxium has pin-pointed five of its spirits brands to invest most heavily in this year – Courvoisier Cognac, Sourz liqueur, Maker’s Mark Bourbon and Scotch whisky brands Teacher’s and Famous Grouse.

Plans include promoting Courvoisier in punches?, rolling out Sourz

imited editions? and running Maker’s Mark competitions for retailers to win trips to the Kentucky distillery.

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