Edrington and Beam Global launch sales and distribution alliance

01/04/2009

The Edrington Group and Beam Global Spirits & Wine today launched their new international sales and distribution alliance, which spans 24 international markets and generates combined sales of more than US$1.5 billion (GB£1.07 billion; €1.16 billion). Designed to simplify routes-to-market, the partnership brings both companies closer to customers and consumers across the globe.

Edrington and Beam Global worked together as two of the four shareholders, in the Maxxium Worldwide sales and distribution network for 10 years. The new agreement, announced in September 2008, preserves and builds upon that successful partnership with either joint venture or wholly-owned sales and distribution companies. Edrington and Beam Global are each responsible for the strategy, marketing, innovation and new product development for their respective brands.

The 24-market agreement is structured as follows:

*   Edrington and Beam Global will have joint ownership of the Maxxium organizations in Spain, United Kingdom, Russia, China, Hong Kong and travel retail.

*   In 12 markets, Beam Global will distribute both the Beam Global and Edrington portfolios: Germany, Australia, New Zealand, Canada, Philippines, Singapore, Thailand, Laos, Vietnam, Malaysia, Indonesia and Cambodia.

*   In six markets, Edrington will distribute both Edrington and Beam Global brands: Norway, Sweden, Denmark, Finland, Taiwan and South Korea.

In addition, throughout the alliance markets, the strong Edrington and Beam Global portfolios of leading international brands will be complemented by established local brands and third party brands, such as the Bols range of liqueurs and premium white spirits.

“The agility afforded by this partnership brings Beam Global and Edrington closer to our consumers and enables us to respond more quickly to emerging market trends,” stated Donard Gaynor, senior vice president and managing director, international, for Beam Global Spirits & Wine, Inc. “This growth-focused alliance improves the efficiency of our business in international markets while empowering our employees to become leading brand-building entrepreneurs.”

“By combining our extensive portfolios, we cover every consumer occasion in spirits,” said Bill Farrar, Edrington´s sales and marketing director. “Our streamlined structure allows us to grow our market share in established and high-growth markets, as well as respond to regional tastes with a wide range of national brands. The competitive edge the alliance offers is that it enables both companies to grow while becoming more targeted and focused regionally.”

Donard Gaynor and Bill Farrar co-chair the alliance shareholder board. The alliance accounts for 90 percent of Edrington and Beam Global’s sales previously generated through Maxxium. Other markets will be handled by third-party distribution arrangements.

To get in touch with our 24 markets, please click on the link below to view contact details.

Edrington/Beam alliance contact details

back