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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.