Maxxium’s Andrew Morrison discusses the reasons behind the Stirling-based company’s restructuring programme and why it will continue to evolve in order to help the licensed on-trade optimise the opportunities for growth in premium spirits
CHANGE is often vital to progress in all spheres of life and it is no different in the drinks industry although Andrew Morrison, sales director of Maxxium UK, prefers to use the word “evolve” in relation to the path the company has steered in the on-trade over the last year.
“We had a bit of a reality check,” he explains. “The company was seeing value decline in the on-trade because the business wasn’t keeping pace with the way the licensed trade was changing so we had to restructure to reflect a spirits market that was evolving – and position ourselves to maximise growth opportunities in premium spirits.”
With the trade witnessing a surge in food-led businesses and casual dining, Morrison continues, it was vital that Stirling-based Maxxium – the sales, marketing and distribution alliance between Beam Suntory and Edrington – restructured in a way that aligned the business with this trend and its strengths in the whisk(e)y and cognac categories.
“Geographically, many of the outlets that are fuelling growth in premium spirits are based in the major conurbations and cities so we’re looking predominately at Glasgow and the central belt, Edinburgh, Dundee and Aberdeen although this doesn’t mean we’re neglecting other operators,” he points out.
“Maxxium has been and will continue to be a consistent supporter of the Scottish on-trade and we’re now servicing customers in a much more focused way now with a Scotland-specific team that includes multiple operator specialists and business development executives.
“We have also employed Catherine Conaghan, who is well-known and respected within the trade, as regional controller for Scotland,” Morrison continues. “Catherine brings a great skill set and knowledge of the Scottish on-trade and she is a great asset to our team as we continue to support the trade.
“So our presence in the Scottish on-trade has been upweighted significantly and is where we need to be as a business.
With a premium spirits portfolio that includes category leading brands such as The Famous Grouse Blended Scotch Whisky, Courvoisier Cognac, Jim Beam Bourbon, Laphroaig and Highland Park Single Malt Whisky, Maxxium is working closely with customers to help them grow their businesses.
The company also continues to develop its training and education programme, which aims to inspire bars to create perfect mixed drinks and cocktails through comprehensive training across all major spirit categories.
Says Morrison: “We very aware of the customers that have helped brands such as The Famous Grouse reach number one status and while we absolutely continue to support these customers we have had to adapt to changes in the marketplace, so will need to service these customers in new and different ways to unlock further growth opportunities.
“Our company vision of ‘Excellent execution to the point of purchase’ is all about our focus on customers and consumers, making sure they get the perfect experience when engaging with our business, personnel and brands – that is what we always aspire to.”
Meanwhile, The Macallan distillery at Craigallechie in Speyside is benefiting from a £100 million investment designed to make it the leading destination visitor centre for the whisky industry in Scotland. “Our investment and support for the industry goes much wider,” says Morrison, pointing to whisky’s “massive role” in tourism in Scotland and its contribution to many local economies.
“It’s an exciting time for Maxxium as we work with our partners and customers to identify opportunities to secure growth in premium spirits,” says Morrison, who has held various commercial roles across Maxxium’s trading channels over many years.
The SLTA, he points out, also has a role to play. “We’re delighted to work with the SLTA as an industry partner because we share similar values and firmly believe that the trade needs a strong, unified voice when it comes to lobbying and standing up for the licensed on-trade,” says Morrison.