Spirits firm will concentrate on growth in Glasgow and Edinburgh
MAXXIUM UK is to change its name as part of a wider shift in focus that will see it relocate its head office and target several key cities across the country.
From April 1 the business will be renamed Edrington-Beam Suntory, in recognition of Maxxium’s two shareholder businesses, Edrington and Beam Suntory.
The company, which is currently based in Stirling, will also move its head office to Glasgow city centre.
The changes are both part of a strategy to focus on premium spirits venues in several key ‘commuter hubs’ across the UK. In Scotland, this is the central belt, with a particular focus on Glasgow and Edinburgh. In England the business will target the M62 corridor that takes in Liverpool, Manchester and Leeds, as well as a patch of the country stretching from Birmingham to Bristol and, separately, London.
The moves come after Maxxium restructured its sales teams in 2017, and Maxxium UK managing director, Mark Riley, claimed the new structure will provide more face-to-face contact between sales staff and customers in Glasgow and Edinburgh, while acknowledging that it “did mean less coverage in some of the more rural areas”.
“But what it did mean was significantly up-weighted coverage and investment in some of our great cities,” said Riley.
“And there are few greater cities, in my opinion, than Glasgow and Edinburgh.
“So Glasgow and Edinburgh are receiving considerably more focus.”
The strategy will also see the company prioritise, and increase investment in, key brands that include Famous Grouse and Jim Beam, as well as “contemporary whiskies” Maker’s Mark, Naked Grouse and Auchentoshan.
On the single malt side, the firm’s Macallan, Laphroaig and Highland Park brands will also receive support.
And the rebranded business will take the marketing and distribution of three additional spirits brands in-house: Sauza tequila, Kilbeggan whiskey and Effen vodka. All three were previously distributed by Catalyst Brands.
“To make that all work you have to invest more money into the outlets, into the activation of your brands,” said Riley.
“So more feet on the street, higher quality people within the team, more marketing resource, both in terms of people and investment in the brands.
“We’ve got very ambitious plans to grow in the on-premise, particularly in the key cities.”