Three is the magic number


MAXXIUM has this month taken over the marketing and distribution of premium gin brand No.3 London Dry Gin.

No.3 is owned by spirits company Berry Brothers & Rudd, whose malt whisky brand, The Glenrothes, is already distributed by Maxxium. Maxxium has been tasked with positioning the gin brand at the ‘super-premium’ end of the market, targeting luxury outlets in both the on and off-trades. Maxxium UK managing director Huw Pennell described No.3 London Dry Gin as “a perfect strategic fit” for the firm.
“We enjoy an unmatched strength in the luxury sector, with high-end expressions such as Courvoisier, Elit by Stolichnaya and a stunning portfolio of super-premium malt whiskies, including Laphroaig, Highland Park, The Macallan and The Glenrothes.
“The success of our luxury portfolio has been a key driver for us and the opportunity continues to grow.”
No.3 (pictured) is distilled with three fruits and three different spices using traditional copper pots.
Maxxium UK’s portfolio of brands covers a variety of spirits, including The Famous Grouse, Teacher’s Jim Beam, Sourz and Galliano.
No.3 London Dry Gin transferred to Maxxium UK on June 1. Before then it was handled in the UK by Inspirit Brands.