Maxxium UK rebrands as Edrington-Beam Suntory UK and adds vodka, tequila and Irish whiskey to its portfolio
LEADING spirits company Maxxium UK is to rebrand from April 1, changing the name of the new business to Edrington-Beam Suntory UK Distribution Limited to reflect the long-term strategic partnership between Edrington and Beam Suntory, two of the world’s most prestigious spirits producers.
A joint venture between Edrington and Beam Suntory, the business manages UK sales, marketing and distribution of an award-winning portfolio of many of the world’s most iconic brands including: The Famous Grouse blended Scotch; Jim Beam and Maker’s Mark bourbons; The Macallan, Laphroaig, Highland Park and Auchentoshan single malts; House of Suntory Japanese whiskies; Courvoisier cognac, Brugal 1888 rum; and the Lucas Bols portfolio.
The rebrand comes the Edrington-Beam Suntory UK portfolio grew by +5% in 2017. It continues to outperform the UK spirit market, cementing its position as the third-largest spirit business in the UK, with its leading portfolio of whiskies commanding a 24% value share (value sales, combined on and off-trade: CGA 52 w/e 2/12/17, Nielsen 52 w/e 30/12.17).
Mark Riley, managing director of Edrington-Beam Suntory UK, 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 of the world’s most prestigious spirits producers – making our business better understood in the UK market.
“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 category-leading whiskies, we will continue to innovate in cognac and mixables, as well as in categories where we see consumer-led opportunities to innovate and add value.”
New brands join Edrington-Beam Suntory portfolio
Meanwhile, Edrington-Beam Suntory UK has revealed that it will take on marketing and distribution for Effen Vodka, the Sauza Tequila family and Kilbegggan Irish Whiskey. These Beam Suntory brands will join the portfolio from May 1.
“These additions to the portfolio complement our strategy of building premium brands in growing categories and we are incredibly excited about their potential, building on the platform Catalyst Brands has created,” said Riley.
“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.”
Plans for future growth
The new business has outlined its focus on a range of platforms to ensure continued growth. This includes:
Upweighted focus and investment on two of the biggest brands in the portfolio – Jim Beam and The Famous Grouse
Growing the “contemporary whiskies” category in the UK market. This will be led by a key city strategy and investment for brands including Maker’s Mark, Naked Grouse and Auchentoshan, capitalising on heightened interest in whiskies among younger drinkers
Continued growth in single malts. With an enviable portfolio including The Macallan, Laphroaig, Highland Park, Bowmore and The Ardmore, the new business has a single malt whisky to meet every consumer occasion, price point and taste profile
Building an even stronger presence in the growing luxury segment of spirits through The Macallan, as well as Japanese whisky brands Hibiki, Yamazaki, Hakushu and the new single grain whisky, Chita
Investment for Courvoisier, the UK’s leading cognac brand and one of the biggest UK spirits brands, which will continue to grow its premium offering through VSOP and premium marques
Edrington-Beam Suntory UK will continue to develop new brands such as Dominican rum, Brugal 1888 and recently-launched Roku Japanese Gin alongside the newly-integrated Sauza Tequila, Kilbeggan Whiskey and Effen Vodka brands, with further launches planned for 2018
“We already have some of the world’s most prestigious and well-established brands in our portfolio,” said Mark Riley. “We work closely with our shareholders and customers to bring innovation to the market with the likes of Roku Japanese Gin and Brugal 1888 rum.
“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.”