MAXXIUM TO DISTRIBUTE ABSOLUT VODKA IN CANADA
By Adnews Staff
Maxxium Worldwide will handle distribution of the Absolut Vodka brand in major markets outside the U.S. and the Nordic countries as part of a new global distribution agreement with Swedish-based Vin & Sprit, owners and producers of the Absolut Vodka brand. Under the terms of the agreement, V&S will become an equal partner in Maxxium by acquiring a 25% equity stake. Amsterdam-based Maxxium is a joint venture between Jim Beam Brands, Remy Cointreau and Highland Distillers. Vancouver-based Maxxium Canada, which will handle distribution of Absolut in Canada, was formed through the merger of Vintage Consultants, Alberta Distillers/Featherstone and Sainsbury. Sainsbury first brought the brand to Canada in 1982 and handled distribution until 1995 at which point Montreal-based Seagram acquired the rights. Public relations for Maxxium Canada are handled by Strategic Objectives of Toronto.