US (VIRGIN ISLANDS). V&S Absolut Spirits, Global Duty Free, has announced that agreement has been reached with Maxxium to include Cruzan Rum in their assortment in selected duty free and travel retail markets outside the US and The Caribbean.
“We are very pleased to include Cruzan Rum in the international assortment of Maxxium Global Duty Free, and we are confident that through this it will be possible to build an excellent platform for the brand from where it will be possible to grow the presence and profile of Cruzan Rum in the increasing international travel retail market around the world,” commented Erik Juul-Mortensen, president global duty free, V&S Absolut Spirits.
Cruzan Rum distilled in the US Virgin Islands, with its tropical flavoured rums and the Estate Collection, was included in the brand portfolio of V&S Group in October 2003 following an agreement between Todhunter (now Cruzan Ltd). With V&S being one of four shareholders of Maxxium, the decision to handle the brand through Maxxium is seen as a natural step.
The decision takes effect immediately and means that Cruzan Rum will be included in the portfolio of Maxxium along such brands as Absolut, the third largest international spirits brand in the world, Remy Martin Cognac, Jim Beam Bourbon and The Famous Grouse Scotch Whisky.
Enquiries to Erik Juul-Mortensen at email: erik.juul-mortensen@absolut.se
