The German subsidiary of Maxxium Worldwide, the international drinks distributor, Maxxium Deutschland, has acquired the distribution rights to Jose Cuervo Tequila in Germany. The brand was previously distributed by Diageo, but Jose Cuervo said it believed it would have a more prominent focus within Maxxium’s portfolio.
The deal becomes effective on 1 July 2003 and will see Maxxium Deutschland distribute Jose Cuervo
Especial, Jose Cuervo Clasico and the rest of the family products.
Marco DeStefanis, commercial director, Europe/South Africa, Jose Cuervo International, the global marketing division for Jose Cuervo, said: “This new agreement will strengthen our sales and distribution capabilities for our Tequila brands in Germany. Maxxium Deutschland is a dynamic company with tremendous experience in building premium products.
We applaud the work performed by Diageo, but we believe that our Tequila brands will have a more prominent and exclusive focus within Maxxium’s premium alcoholic beverage portfolio.”
Ingo Schier, general manager, Maxxium Deutschland GmbH, “As the world’s number one tequila, Jose Cuervo is a quality brand which compliments Maxxium’s strong portfolio of premium branded wines and spirits. We are confident that our powerful distribution network combined with our experience in brand building will further enhance Jose Cuervo’s position in the marketplace.”
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