The two spirits brand owners, whose UK tie-up dates back to the formation of the Maxxium distribution alliance with Rémy Cointreau in 1999 – and joined by Sweden’s Vin & Sprit in 2001 – will transition their operations to in-house distribution at the end of January next year. Maxxium , which initially operated worldwide, started losing founding partners in late 2006 when Rémy Cointreau called time on its involvement, followed by Vin & Sprit after Pernod Ricard bought its flagship Absolut vodka brand, two years later.
Since then, the distributor has been hiving off markets up to as recently as 2022, when Beam Suntory and Edrington shut down the JV in Russia. Distribution for both portfolios in the UK transitioned to Edrington UK three years ago.
“The UK is our home market, and this is the right moment for us to deepen our focus on the potential for ultra-premium spirits and in particular, for our leading brand, The Macallan,” said Edrington’s EMEIA regional MD, Aristotelis Baroutsis.
Nick Temperley, Beam Suntory’s UK & Ireland MD, added: “We intend to create a diverse, world-class team anchored in London with capabilities in Scotland and across the country. We see significant potential in the UK, [which] is a very large and sophisticated spirits market and home to many of the world’s best retailers, bars and restaurants.”
Last month, Beam Suntory booked a 7% lift in sales from the 12 months of 2023, with parent Suntory’s +11.8% sales growth topping the chart of multinational, publicly-listed alcohol brand owners’ top-line performances for the year.
