Beam Suntory has released the long-awaited Jim Beam Double Oak, which Maxxium is now introducing to the UK market. The premium innovation, which is a permanent addition to the portfolio, is a new take on Jim Beam Kentucky Straight Bourbon crafted by maturing the signature whiskey in two different American oak barrels. The expression is first matured in new charred American white oak barrels, as…

Maxxium UK has announced a range of Christmas gift packs for its key spirits brands to drive sales in the off-trade. Research commissioned by Maxxium UK shows that 68% of spirits drinkers see spirits as a good gift. Courvoisier will be available in three different gift formats. For luxury retail outlets such as Hedonism, Fortnum & Mason and Harvey Nichols, there will be Célébration Sensorielle…

Maxxium UK has released The Famous Grouse in four-pack cases of 35cl and 20cl bottles to help convenience stores who are increasingly selling spirits in smaller bottles. Maxxium had already launched Highland Park 12 Year Old and The Macallan Gold in the same formats. The company wants to see c-stores stocking a broader range of spirits and believes smaller bottles will help them to do…

Maxxium is promoting off-trade sales director Mark Riley to managing director after Huw Pennell left the position to take on a new role at parent company Edrington. Maxxium is joint-owned by Edrington and Beam, and Pennell has become European managing director at Edrington after a decade at the helm of Maxxium. Riley used to work at Beam before joining Maxxium in 2009 as commercial operations…

Maxxium UK has taken over distribution of single malt Scotch whiskies Auchentoshan, Bowmore and Glen Garioch, Japanese whiskies Hibiki, Yamazaki and Hakushu and melon liqueur Midori. Brand owner Beam Suntory has moved the brands over to Maxxium following the merger between Beam and Suntory. Maxxium UK managing director Huw Pennell said: “These leading brands join Maxxium at an exciting time when consumer demand for premium…