Drinks distributor Maxxium UK has promoted Huw Pennell to the new position of marketing director.
Maxxium is an alliance set up in 1999 between Vin & Sprit, Jim Beam Brands, Rémy Cointreau and Highland Distillers. It distributes drinks brands, which include The Famous Grouse, Aftershock and Absolut Vodka.
Previously, Pennell and Alex Gonnella shared marketing responsibility. Gonnella has now moved to Maxxium Ireland to take up the position of managing director and Pennell has been handed marketing responsibility for the entire portfolio in the UK.
Pennell, who will report to managing director Justin Adams, says that although he has not called a formal review he will be “looking at the options and reviewing relationships” relating to media buying, which is handled by Starcom Motive, MGM, PHD and MediaEdge:CIA.
There are unlikely to be any changes to creative advertising, which is handled by Abbott Mead Vickers.BBDO, BMP DDB and TBWA/London, as many of the advertising accounts are aligned to global networks. The brands are backed by a &£40m advertising and promotional spend in the UK.
This week, Maxxium is launching a green Aftershock variant called Thermal Bite. It will be promoted mainly through PR and bar promotions. Later in the year, there are plans to explore arts sponsorship opportunities through Maxxium’s champagne and cognac brands.