Who are they? A rapidly expanding producer, distribution and sales network, Maxxium Worldwide was formed in 1999 through the partnership of Highland Distillers of Scotland, Jim Beam and Remy-Cointreau. Vin and Sprit AB of Sweden became the fourth shareholder in 2001. Maxxium UK is now the second spirit business in the UK, after Diageo. Main brands: The Sterling-based company boasts a portfolio, including Famous Grouse, which achieved a 44% value increase over Christmas; Absolut Vodka, which maintains its position as the UK's leading premium vodka; Jim Beam, Whyte & Mackay, Cointreau, Rémy Martin, After Shock and Plymouth Gin. Employees: 1,700 worldwide, 150 in the UK. Turnover: £150m in 2002, compared to £135m in 2001. Selling tactics: The company has no plans to enter into the discounting war that invaded the sector at Christmas, says Maxxium UK managing director Justin Adams. Instead of chasing new customers, the company is focusing on retaining its core customers. Its Classic FM campaign, for example, was geared towards its older clientele. Future plans: Despite increasing volatility and competition, the company has a "positive outlook," says Adams. Its strategy for 2003 is based around growing its existing brands, launching new products to fill "portfolio gaps" and disposing of those that don't fit. More on-trade bar activity to promote products, improving customer service and management restructuring is also on the cards.
