Maxxium UK adds to premium drinks portfolio

Drinks distributor Maxxium UK has broadened its premium portfolio with additional Beam Suntory brands including single malt Scotch whiskies, Auchentoshan, Bowmore and Glen Garioch; acclaimed Japanese whiskies, Hibiki, Yamazaki and Hakushu; and Midori, the  melon liqueur.

Effective fromMarch 2, Beam Suntory is incorporating these brands into Maxxium UK (which is the sales and distribution alliance between Beam Suntory Inc. and Edrington) as part of its integration of routes to market following the $16bn Beam Suntory merger last year.

Maxxium UK managing director Huw Pennell says: “These leading brands join Maxxium at an exciting time when consumer demand for premium products with provenance continues to grow.

“This integration complements our award-winning portfolio perfectly and ensures that we can continue to provide our customers with an unrivalled portfolio and expertise enabling them to meet the needs of the whisk(e)y consumer, while Midori broadens our liqueurs and specialties offering.”

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