We are pleased to announce that from today (2 August), Edrington has taken ownership of our business, Edrington UK (formerly Edrington-Beam Suntory UK), and Beam Suntory has assumed ownership of Maxxium Spain. This decision to move to wholly-owned business models follows many years of successful joint venture partnerships in the UK and in Spain.
We will continue to market, sell and distribute our full, current portfolios of both Beam Suntory and Edrington brands, as will Maxxium Spain.
Under our current MD Mark Riley, our 215 employees will work closely with our colleagues at Edrington’s global headquarters – also in Glasgow – to accelerate Edrington’s ultra-premium strategy, particularly in London, which is part of Edrington’s global key city strategy for The Macallan, Highland Park and Brugal. This closer relationship is expected to unlock new opportunities for employees of both businesses. Following completion of the deal, Edrington will employ over 1200 people in the UK, mainly in Scotland, with 35 people based in London.
Edrington and Beam Suntory will maintain their strong partnership, with distribution agreements across several global markets, which will now include Spain and the UK. Both companies will also continue to maintain equal stakes in their remaining JV distribution business, Maxxium Russia.
Huw Pennell, Edrington’s Regional Managing Director for Europe, said: “Edrington has a portfolio of ultra-premium brands, led by The Macallan, the world’s most valuable single malt Scotch Whisky. As our business sharpens its focus on the rapidly growing opportunities for ultra-premium and prestige spirits, we are excited to work more closely with the talented Edrington UK team to accelerate this strategy while continuing to strengthen our presence of The Famous Grouse in our home market.
“Spain is a priority investment market for Edrington, and we are particularly pleased that this agreement will enable us to continue to work closely with the excellent Maxxium Spain team in Madrid to accelerate the growth of The Macallan in the key cities of Madrid and Barcelona and particularly Brugal rum in its No 1 international market.”
This will be the first time that Beam Suntory will have full ownership of its route to market in Spain, and it plans to invest in Maxxium Spain’s accelerated growth and in building its portfolio of premium brands, which includes Jim Beam and Roku gin. For Beam Suntory, Spain is a strategic hub and the home of its international headquarters, with corporate offices in Madrid and Jerez. Beam Suntory’s Segovia distillery also produces renowned Spanish brands, Larios, Whisky DYC, and Anís Castellana. By assuming full ownership of Maxxium Spain, Beam Suntory will further expand its commitment to the Spanish market.
Pryce Greenow, President International & Global Sales Excellence Officer, Beam Suntory commented: “We are delighted to welcome Maxxium Spain into Beam Suntory’s global business, after many years of partnership. We’re looking forward to establishing our first Route to Market in Spain, and we will be proud to employ more than 600 people across the country as a combined business. We also have big ambitions for our portfolio of premium brands, which includes Jim Beam, Larios and DYC. We plan to invest in our people, capabilities and brands to achieve sustainable, long term growth in Spain.
“The UK remains vitally important for Beam Suntory, and we look forward to continuing our close relationship with Edrington UK as our trusted distributor partner. The UK will always be a priority growth market for us, and London will continue to play a critical role as a global centre of luxury for our premium portfolio, including Maker’s Mark and Sipsmith.”