Maxxium UK relaunches
Published:  10 April, 2009

The Beam Global and Edrington Group sales and distribution alliance went live last week (April 1).

The joint venture retains the Maxxium UK name, and its head office, based in Stirling, will have a management team made up of staff from across the Beam and Maxxium organisations.

Supporting Hew Pennell as managing director are:

Peter Sandström, marketing director ;

Mark Riley, commercial operations director (Beam);

Jim Grierson, sales director on-trade ; David Everett, sales director off-trade ; Fiona Gibson, human resources director, and Scott McCroskie, finance, supply chain and IT director (Maxxium).

The alliance spans 24 international markets and generates combined sales of £1.07 billion.

Nielsen figures show Maxxium is one of the top three spirits distributors with volume sales of over 3.5 million cases.

Pennell

said: "As an entrepreneurial business with a compelling portfolio of premium brands, these are genuinely exciting times."




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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