Maxxium restructures post Beam & Edrington alliance; Erik Juul-Mortensen to step down – 16/03/09(1)
By Martin Moodie 2009-3-18 9:15:59
INTERNATIONAL. Maxxium Global Travel Retail (GTR) is being restructured from 31 March to coincide with the launch of the strategic sales and distribution alliance between Beam Global Spirits & Wine and The Edrington Group.
As a result, Maxxium GTR President Erik Juul-Mortensen will step down from his post. He is taking up a six-month role with Edrington to help the company develop its structure in travel retail (see below for further comment).
Maxxium has been one of travel retail’s most powerful drinks distributors in recent years, embracing the interests of Beam, Edrington, Absolut vodka parent company Vin & Sprit and Rémy Cointreau. But the sale of Absolut to Pernod Ricard and Rémy Cointreau’s decision to go it alone – it recently announced its new global travel retail structure – spelled big changes for Maxxium both in domestic and travel retail channels.
In the European region, Maxxium GTR will become Maxxium Travel Retail. The newly created Maxxium Travel Retail team is in place and will be working in most of European markets to build on the strong track record of success of its predecessor.
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 GTR.
In the Middle East and Gulf, F.I.X. Wines and Spirits will manage the distribution of both the Beam Global Spirits and Wine and The Edrington Group portfolios.
As a result, Maxxium GTR President Erik Juul-Mortensen will step down from his post. He is taking up a six-month role with Edrington to help the company develop its structure in travel retail (see below for further comment).
Maxxium has been one of travel retail’s most powerful drinks distributors in recent years, embracing the interests of Beam, Edrington, Absolut vodka parent company Vin & Sprit and Rémy Cointreau. But the sale of Absolut to Pernod Ricard and Rémy Cointreau’s decision to go it alone – it recently announced its new global travel retail structure – spelled big changes for Maxxium both in domestic and travel retail channels.
In the European region, Maxxium GTR will become Maxxium Travel Retail. The newly created Maxxium Travel Retail team is in place and will be working in most of European markets to build on the strong track record of success of its predecessor.
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 GTR.
In the Middle East and Gulf, F.I.X. Wines and Spirits will manage the distribution of both the Beam Global Spirits and Wine and The Edrington Group portfolios.
From moodiereport.com