Diageo faces Maxxium competition

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The Independent Online
HIGHLAND DISTILLERS, France's Remy Cointreau and Fortune Brands of the US said their alliance to distribute wines and liquors outside the US is to be named Maxxium. Highland, maker of Famous Grouse whisky, last week won shareholder approval for its link with Fortune, maker of Jim Beam bourbon, and Remy Cointreau, owner of Remy Martin. The alliance became operational this month.

The venture aims to help the three compete with market leader Diageo by making savings and widening global distribution. Maxxium will have estimated sales of 1.2bn euros (pounds 800m) and will be based in Amsterdam.

Glasgow-based Highland last week said it had been approached by a possible buyer in a move that "may or may not lead to an offer". The company gave no details.