The Edrington Group, the makers of Famous Grouse, has formed a new sales and distribution alliance with Beam Global, the owner of Jim Bean brand, to help grow their brands in key markets across the world.
The move has been prompted by Pernod Ricard’s decision to remove its newly acquired Vin & Sprit (V&S) brands, including Absolut Vodka, out of the global sales and distribution group, Maxxium Worldwide. It will leave the partnership in October.
Maxxium was formed in 1999 by RŽmy Cointreau, Edrington and Jim Beam Brands to consolidate their distribution activities outside of the US. In 2001, V&S Group joined to become the fourth equal partner.
Cointreau has separately also announced its decision to exit Maxxium at the end of March next year.
The Beam Global and Edrington partnership will span 24 different markets, including a joint ownership of sales and distribution deal in markets such as the UK, Russia, China and Hong Kong.
In a joint statement, Donard Gaynor, senior vice president and managing director, international at Beam Global, and Bill Farrar, Edrington group sales and marketing director, who co-chairs the Maxxium executive committee, say: “In a consolidating drinks market, it is beneficial that we find innovative, cost-efficient routes-to-market and this alliance offers significant operational and market advantages.
“As a powerful competitive distribution vehicle, we are better positioned to meet the opportunities that lie ahead. For growth-focused companies like ours, the goal is simple: join forces in ways to outperform the market and grow value, sales and market share in a cost-efficient way.”
Beam Global Spirits and Wine brands also include Courvoisier Cognac, Laphroaig Scotch Whisky and Teacher’s Scotch Whisky. The Edrington Group portfolio includes Cutty Sark and premium single malts The Macallan and Highland Park.