Beam Global Spirits & Wine and Edrington launch new sales alliance

    US-based Beam Global Spirits & Wine and Scottish spirits company The Edrington Group have launched their new international sales and distribution alliance. The Alliance spans 24 international markets and generates combined sales of more than $1.5 billion.

    The new agreement calls for either joint venture or wholly-owned sales and distribution companies across the 24 markets. Beam Global and Edrington will each be responsible for the strategy, marketing, innovation and new product development of their respective brands.

    Beam Global and Edrington will have joint ownership of the Maxxium organizations in the following markets: Spain, UK, Russia, China, Hong Kong and Travel Retail.

    In 12 markets, Beam Global will distribute both the Beam Global and Edrington portfolios: Germany, Australia, New Zealand, Canada, Philippines, Singapore, Thailand, Laos, Vietnam, Malaysia, Indonesia and Cambodia and in six markets, Edrington will distribute both Edrington and Beam Global brands: Norway, Sweden, Denmark, Finland, Taiwan and South Korea.

    Bill Farrar, group sales and marketing director at The Edrington Group, said: "Our streamlined structure allows us to grow our market share in established and high-growth markets, as well as respond to regional tastes with a wide range of national brands. The competitive edge the Alliance offers is that it enables both companies to grow while becoming more targeted and focused regionally."