Maxxium UK MD Huw Pennell to join Edrington

Maxxium UK’s long-standing managing director Huw Pennell is leaving the company to take up a newly created role with Edrington, one of Maxxium’s shareholders.

Pennell will assume his new role as Edrington’s European regional MD effective 1 April 2015. The company says an announcement will be made on his successor in due course.

Pennell has worked with Maxxium UK, part of the global sales and distribution alliance between Beam Suntory and Edrington, for 16 years and has led the company as MD for the past 10, playing an integral role in its successful development. He has over 28 years’ experience in the drinks industry and was previously marketing director at Maxxium. Pennell sits on the executive board of the Wine and Spirits Trade Association and was awarded Scottish Marketer of the Year in 2007.   

Pennell says: “I am immensely proud to have been a part of this business from the very beginning. Maxxium UK houses a portfolio of great brands and a strong team of talented and experienced people that will continue to deliver exciting plans across the portfolio and ensure the company’s continued success.”

Edrington Group commercial director, Scott McCroskie says: “This new role will deliver a new level of focus on this large and complex region whilst creating a management structure consistent with the rest of the world. Huw’s knowledge, experience and leadership style will be of great benefit to Edrington. We are excited to welcome him to the business and look forward to building on the success of our company.”

27 January 2015 - Felicity Murray The Drinks Report