Maxxium Travel Retail posts growth ahead of spirits category

INTERNATIONAL. Maxxium Travel Retail has announced sales growth of +11% in the last year, outperforming the liquor category, which it said grew by +8% in European travel retail.

The growth figures, provided by IWSR 09-10 European Travel Retail, establish Maxxium Travel Retail as the third-largest spirits supplier in European travel retail.

Maxxium Travel Retail, a joint venture between Beam Global Spirits & Wine and The Edrington Group, manages a portfolio of leading brands including Jim Beam, Courvoisier, The Famous Grouse and Brugal.

The strong growth was delivered through our focus on innovation
Glen Williams
Managing Director
Maxxium Travel Retail

According to the 09-10 IWSR results, a number of these brands grew strongly. In the Cognac category, Courvoisier emerged as the fastest-growing major Cognac house, growing at +30% year-on-year, ahead of category growth at +17%.

Jim Beam also posted strong growth, with Jim Beam White up by +21% and Jim Beam Black by +28%, outperforming the US whiskey category at +14%. The Famous Grouse grew at +6%. Brugal was the best performer by far of the major rum brands, in a category which grew by +19% and the malts, Laphroaig and The Macallan, rose by +11% and +19% respectively.

Maxxium Travel Retail Managing Director Glen Williams said: “In April we celebrated our second full year in business and this result is great news not just for us and our brand owners but also for all stakeholders in the business.

“The strong growth was delivered through our focus on innovation, both in terms of successfully bringing new products and travel retail exclusives to market and also through activation at point of purchase, where we are consistently breaking new ground with fresh ideas and unique consumer experiences.”

Over the past year, brands in the Maxxium portfolio have implemented a series of promotional activities in European travel retail and within key markets.

Courvoisier’s “˜Spirit of Punch’ initiative sought to promote Cognac as a mixable spirit and inject novelty and excitement into the category. The brand has also recently partnered with Virgin Atlantic, offering its customers a premium experience both onboard and in the airline’s Clubhouse at London Heathrow Airport.

At the end of 2010, Maxxium Travel Retail together with Aldeasa created a retail space and dedicated rum tasting bar for the Brugal brand. Named “˜Brugal Island’ and installed in Aldeasa’s “˜The Shop’ at Madrid Airport Terminal 4, it has been a huge success with consumers, Maxxium said.

Last year, Maxxium Travel Retail extended The Famous Grouse taste challenge campaign to European airports, increasing brand visibility and allowing travellers to sample The Famous Grouse Scotch whisky range.

Williams continued: “By working in partnership with our brand owners and customers we delivered a strong performance throughout 09-10 and the early signs for this year are equally impressive. We have successfully implemented many initiatives across the portfolio, which have been very well received and provided us with an excellent platform to build upon.

“Our ambition is to develop this success further, not just keeping pace with the European travel retail liquor market, but outperforming it.”

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