Beam Global Inks New Distribution Deal

  • September 4, 2008
Fortune Brands's Beam Global spirits business has established a new international distribution alliance with The Edrington Group that will succeed the current four-partner Maxxium joint venture effective March 31.

Distribution of the current Maxxium portfolio will now end earlier than previously scheduled due to an agreement among the four partners for the early withdrawal of former V&S Group brands now owned by Pernod Ricard. The former V&S brands will no longer be distributed by Maxxium as of Oct. 1, and as previously announced, Rémy Cointreau is scheduled to exit Maxxium on March 30.

The new distribution alliance with The Edrington Group, an original Maxxium partner and maker of The Famous Grouse and The Macallan Scotch whiskies, will simplify routes to market in 24 key countries outside the United States and position the companies' spirits brands for stronger growth.--Nina M. Lentini

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