Maxxium UK is to rebrand as Edrington-Beam Suntory UK Distribution Ltd, reflecting the long-term strategic partnership between spirit producers Edrington and Beam Suntory.

The business, which is a joint venture between the two companies, manages UK sales, marketing and distribution of a portfolio of brands including The Famous Grouse, Jim Beam, Maker’s Mark bourbons, Laphroaig, Courvoisier, Brugal 1888 rum and the Lucas Bols portfolio.

The rebrand comes as brands in the Edrington-Beam Suntory UK portfolio reported growth of +5% in 2017.

Mark Riley, managing director of Edrington-Beam Suntory UK said: “As Edrington-Beam Suntory UK, we will continue to work with our customers across all sectors to build a growing whiskies category that excites, innovates and offers great value for consumers, customers and suppliers.

“Alongside plans for our category-leading whiskies, we will continue to innovate in cognac and mixables, as well as in categories where we see consumer-led opportunities to innovate and add value.”

Edrington-Beam Suntory UK will also take on marketing and distribution for Effen Vodka, the Sauza Tequila family and Kilbegggan Irish Whiskey.

The new business has outlined a focus on investing in two of the biggest brands in the portfolio – Jim Beam and The Famous Grouse - as well as to grow the ‘contemporary whiskies’ category in the UK market, with investment in brands such as Maker’s Mark.