Maxxium Global Travel Retail reorganises

On March 31, 2009, coinciding with the launch of the strategic sales and distribution alliance between Beam Global Spirits & Wine and The Edrington Group, the sales, marketing and distribution activities of Maxxium Global Travel Retail (Maxxium GTR) will be reorganised as follows:

In European, Maxxium GTR will become Maxxium Travel Retail

In Asia Pacific, the sales and distribution activities previously managed by Maxxium GTR will be transferred to domestic teams in the markets that will form part of the new Beam and Edrington Alliance (Australia, New Zealand, China, Hong Kong, South East Asia, Indochina and Philippines)

In the Americas, Rémy Cointreau Travel Retail Americas will manage distribution of The Edrington Group brands in North America duty free while The Edrington Group will directly manage the distribution of its brands throughout Latin America. Beam Global Spirits & Wine will continue to manage the distribution of its brands in the US duty free market and will now add Canada and Latin America currently handled by Maxxium Global Travel Retail

In the Middle East and Gulf, F.I.X. Wines and Spirits will manage the distribution of both the Beam Global Sprits and Wine and The Edrington Group portfolios. 

Maxxium Travel Retail in Europe and the alliance markets in Asia Pacific will have full responsibility for the brand building and distribution of the Beam Global Sprits & Wine and The Edrington Group portfolios of brands in the duty free and travel retail channels.  In addition, they will also distribute a number of the third-party-owned brands, currently distributed by Maxxium GTR.

1 April 2009 - Felicity Murray