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INTERNATIONAL. Maxxium Global Travel Retail (GTR) is being restructured from 31 March to coincide with the launch of the strategic sales and distribution alliance between Beam Global Spirits & Wine and The Edrington Group.
As a result, Maxxium GTR President Erik Juul-Mortensen will step down from his post. He is taking up a six-month role with Edrington to help the company develop its structure in travel retail (see below for further comment).
Maxxium has been one of travel retail’s most powerful drinks distributors in recent years, embracing the interests of Beam, Edrington, Absolut vodka parent company Vin & Sprit and Rémy Cointreau. But the sale of Absolut to Pernod Ricard and Rémy Cointreau’s decision to go it alone – it recently announced its new global travel retail structure – spelled big changes for Maxxium both in domestic and travel retail channels.
In the European region, Maxxium GTR will become Maxxium Travel Retail. The newly created Maxxium Travel Retail team is in place and will be working in most of European markets to build on the strong track record of success of its predecessor.
In Asia Pacific, the sales and distribution activities previously managed by Maxxium GTR will be transferred to domestic teams in the markets that will form part of the new Beam and Edrington Alliance (Australia, New Zealand, China, Hong Kong, South East Asia, Indochina and Philippines).
In the Americas, Rémy Cointreau Travel Retail Americas will manage distribution of The Edrington Group brands in North America duty free while The Edrington Group will directly manage the distribution of its brands throughout Latin America.
Beam Global Spirits & Wine will continue to manage the distribution of its brands in the US duty free market and will now add Canada and Latin America – currently handled by Maxxium GTR.
In the Middle East and Gulf, F.I.X. Wines and Spirits will manage the distribution of both the Beam Global Spirits and Wine and The Edrington Group portfolios.
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“I am very proud of what my team has achieved since the creation of Maxxium Global Travel Retail in 2005“ |
Erik Juul-Mortensen President Maxxium Global Travel Retail |
Maxxium Travel Retail in Europe and the alliance markets in Asia Pacific will have full responsibility for the brand building and distribution of the Beam Global Sprits & Wine and The Edrington Group portfolios of brands in the duty free and travel retail channels.
In addition, they will also distribute a number of the third-party-owned brands, currently distributed by Maxxium GTR.
“We are delighted with this new alliance between Beam Global Spirits & Wine and The Edrington Group,” commented Tim Patterson, Director Duty Free and Travel Retail, The Edrington Group, on behalf of the Beam Global and Edrington Alliance.
“There are great opportunities for us to continue the strong growth of our brands in both domestic and duty free markets; the creation of MTR, our European JV, will position us as a key supplier of leading travel retail brands.
In a prepared statement, Maxxium Global Travel Retail President Erik Juul-Mortensen added: “I am very proud of what my team has achieved since the creation of Maxxium Global Travel Retail in 2005. The team has worked with tireless energy, creativity and enthusiasm and has delivered excellent results year-over-year. We have had the pleasure of working with some of the most creative retailers and operators in the world and ultimately we have enjoyed substantial increases in the sales of our portfolio of premium brands.
“Some of the individuals who are part of the Maxxium GTR team will be transferring to the new Beam Global Spirits & Wine and Edrington alliance.
“I am confident that they will continue to build on our track record of success and further strengthen the excellent relationships with our customers. I thank all members of the Maxxium Global Travel team for their dedication, service and contribution to our success over the years. I wish each and every one of them the very best for the future.”
JUUL-MORTENSEN EVALUATES FUTURE; FIRM “˜NO’ TO STAYING ON AT TFWA BEYOND OCTOBER
Speaking to The Moodie Report after the announcement, Juul-Mortensen said he would be helping Edrington to prepare for a new future in travel retail, specifically in the Americas but also looking at other channels.
Beyond that point he will consider all his options, he added. He is keen to remain involved in the travel retail and duty free channel.
But his role as President of TFWA will come to an end in October at the TFWA World Exhibition in Cannes, Juul-Mortensen insisted. He has been President for ten years and involved at Board level for 25 years. “I can’t really envision a situation where I would stay,” he said firmly.
COMMENT
Erik Juul-Mortensen has been a constant presence in the travel retail channel over the past quarter of a century. He’s also been a reassuring one. His steady, and where necessary firm, hand at the helm of TFWA has seen the suppliers’ trade association forge ahead strongly, particularly over the past decade.
The Dane has also been one of the most respected and knowledgeable brand executives in the business. He has fought strongly to underline the legitimacy, credibility and importance of the travel retail channel with the various companies he has been involved.
He remains full of energy and ambition and it is to be hoped that he might find an alternative challenge once his role with Edrington is completed. Certainly the channel would be much poorer without his contribution.
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MORE STORIES ON MAXXIUM TRAVEL RETAIL
Rémy Cointreau appoints Matthew Hodges as European Director, Global Travel Retail – 29/01/09
Maxxium shareholders strike common agreement on the terms of Rémy Cointreau’s exit – 03/09/08
