Beam Global and Edrington Group form sales and distribution alliance
The Edrington Group has announced a sales and distribution alliance with bourbon Jim Beam owner, Beam Global in an effort to grow their brands across 24 key international growth markets.
The alliance will begin officially on 31 March next year to correspond with Pernod Ricard’s withdrawal of Absolute Vodka and its associated brands at the beginning of October from Maxxium Worldwide. It will also follow Rémy-Cointreau’s departure on 30 March 2009.
The alliance across the 24 markets means a combined sales of more than £825million.
As a result, Beam Global and Edrington will have joint ownership of sales and distribution efforts in ten markets: Spain, UK, Russia, China, Hong Kong, European travel retail, and southeast Asia (specifically Singapore, Malaysia, Indonesia and Thailand).
Meanwhile, Beam Global-owned sales teams will distribute both the Beam Global and Edrington brands in eight markets: Australia (in continued affiliation with Coca-Cola Amatil), New Zealand, Canada, Philippines, Germany and Indochina (specifically Cambodia, Laos and Vietnam).
The Edrington-owned sales teams will distribute both Edrington and Beam Global brands in six markets: Norway, Sweden, Denmark, Finland, Taiwan and Korea.
The alliance will account for 90 percent of the current Beam Global/Edrington sales generated through Maxxium. Other markets are handled by a collection of third-party distribution arrangements. With its combined portfolio of premium brands, the collective strength of this new entity will drive value and growth in the selected markets, augmented by an excellent range of local and developing brands, such as Harveys, Cockburn’s, DYC and Sourz.