Maxxium to distribute XANTÉ and HEERING

Maxxium strikes a deal to distribute XANTÉ and HEERING in the Nordics
Maxxium Nordic (Sweden, Norway, Denmark and Finland) has agreed on a distribution partnership with the owners of XANTÉ Pear & Cognac Liqueur and HEERING Cherry Liqueur starting September 1st 2007. XANTÉ and HEERING were previously distributed by V&S Group.

Maxxium Global Travel Retail is already exclusive distributor of XANTÉ and HEERING in global travel retail. Furthermore, Maxxium distributes HEERING Cherry Liqueur in Germany, the Netherlands, Canada and Mexico. As part of the new agreement XANTÉ will be added to Maxxium’s domestic portfolio in Germany.

– “We’re delighted to get XANTÉ in our Nordic portfolio, where its’ premium position fits perfectly.”, says Timo Kousa, Nordic Regional Managing Director at Maxxium. “In fact, this premium liqueur is a complete success story. Introduced just ten years ago, XANTÉ is today one of the top selling liqueurs in the Nordics.”

-“Maxxium is a formidable partner with state-of-the-art business infrastructure”, says Adéle Nilsson, CEO of The XANTÉ Company and Peter F. Heering Company. “Being a key ingredient in many classic cocktails such as the Singapore Sling, HEERING Cherry Liqueur is a ‘must have’ in all top bars. Together with Maxxium we will re-activate this world famous brand and reach new consumers.”

Maxxium Worldwide is responsible for the sales, local marketing and distribution of many of the world’s premium spirits and wine brands, including ABSOLUT, The Famous Grouse, Jim Beam and Rémy Martin. Maxxium is owned by four equal shareholders, The Edrington Group, Beam Global Spirits & Wine, Rémy Cointreau and the V&S Group.

XANTÉ (www.drinkxante.com) is a premium positioned liqueur combining the sweetness of ripe pears and the intensity of fine cognac. The product is extremely versatile being enjoyed both neat as well as in drinks. International expansion is presently being pursued and the product is sold in some15 markets, including the U.K. and Spain.

HEERING Cherry Liqueur (www.heering.com), purveyor to H.M. Queen Elizabeth II and to the Royal Danish Court, has been produced since 1818 and is the original “cherry brandy”. It is sold in more than 100 countries all over the world.

Further information:
Adéle Nilsson. The XANTÉ Company & Peter F. Heering, +46 703 104 454, adele@xante.se
Timo Kousa, Maxxium Nordic, +358 50 595 6802, timo.kousa@maxxium.com

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