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Beam Suntory, Edrington to split UK and Spain partnerships

The Maxxium spirits JV has been around in one form or another since 1999 The two spirits brand owners, which set up Maxxium as a sales, marketing and distribution entity in 1999 with Remy Cointreau, confirmed today that Edrington will take over Edrington-Beam Suntory UK, with Beam Suntory running Maxxium Spain. The equity swap , which will not see any money changing hands, kicks in on 2 August. As part of the move, Edrington-Beam Suntory UK, which changed its name from Maxxium UK three years ago, will be known as Edrington UK, with Maxxium Spain poised for a rebrand early next year. The pair will continue to handle the sales, marketing and distribution of both companies brands in their respective markets.

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