Maxxium has “positive” future post Rémy, says Juul-Mortensen

Joe Bates

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Maxxium Global Travel Retail president Erik Juul-Mortensen has spoken out in defence of the company after Rémy-Cointreau dropped the distributor last week

Maxxium Global Travel Retail (MGTR) boss Erik Juul-Mortensen has said he remains "very positive" about the future of Maxxium despite the shock announcement last week that shareholder Rémy-Cointreau is to leave the distribution alliance by March 30 2009.

Speaking exclusively to RavenFox.com, MGTR president Erik Juul-Mortensen said: "Maxxium is a dynamic global business with great potential and will continue to evolve, although obviously it is disappointing and unfortunate when a long-standing partner decides to leave. When Maxxium Worldwide was established in 1999, it comprised three partners and that will be the situation once again when Rémy-Cointreau withdraws.  We are very positive about the future.

"Maxxium will remain a strongly and highly-effective business," he added. The three remaining shareholders [V&S Group, The Edrington Group and Beam Global Spirits & Wine] remain fully committed to Maxxium and its long-term success and will be working together to ensure a smooth transition of the business."

According to the International Wine & Spirit Record (IWSR), Maxxium¹s share of the total duty-free spirits market in 2005 was just over 20%. Rémy-Cointreau¹s share of the total was 4.5% or about 680,000 cases.

For more in-depth analysis of Rémy's withdrawal from Maxxium, please see the next issue of DFNI, out December 15.