Maxxium restructures travel-retail activities

Nicole Mezzasalma

Print Article E-Mail Article E-Mail Author

The company will be reorganised under the new alliance between Beam Global Spirits & Wine and The Edrington Group

Liquor distributor Maxxium Global Travel Retail (GTR) will be restructured from March 31 following a new sales and distribution alliance between Beam Global Spirits & Wine and The Edrington Group. The company will become Maxxium Travel Retail in Europe with a new team, while all activities previously managed by Maxxium GTR in Asia will be transferred to domestic teams within the alliance.

In the Americas, Rémy Cointreau Travel Retail Americas will distribute The Edrington Group’s brands in North American duty-free markets while The Edrington Group will directly manage the distribution of its brands throughout Latin America. Beam Global Spirits & Wine will handle the distribution of its brands in the US duty-free market and will take over Canada and Latin America, which are now handled by Maxxium GTR. FIX Wines & Spirits will manage the distribution of the Beam Global and The Edrington Group portfolios in the Middle East and Gulf regions.

The companies added in a statement: “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 Spirits & Wine and The Edrington Group brand portfolios in the duty-free and travel-retail channels. In addition, they will distribute a number of the third-party-owned brands now distributed by Maxxium GTR.”