WHISKY GALORE
Taste buds were a-tingle when Peter Sandstrom visited the Bridge of Allan and Dunblane Rotary Club to talk about the work of Maxxium, a local company promoting, marketing and distributing a wide range of whiskies and spirits from across the world. Not only did Peter describe the work of the company, he offered members the very attractive opportunity to taste a number of whiskies. No wonder he was a popular speaker!
President Nick Rawlings (far left) and members relax with speaker Peter Sandstrom (centre)
Fortunately, members had been pre-warned and had made travel arrangements that allowed them to sample Peter’s wares without fear of breaching drink-driving regulations.
Peter explained that Maxxium is a significant Stirling-based company with worldwide interests. It is part of the sales, marketing and distribution alliance between Beam Suntory and Edrington, with a portfolio of speciality spirits and premium liqueurs. It is the third biggest spirit-based company in the UK, employing 150 people, with an annual turnover of £300 million, selling 3.1 million cases each year, which equates to around a billion drams!
With a major strength in Scottish brands, the company has acquired additional strength by acquiring the Jim Beam American bourbon company, and it also markets whisky and spirits from other countries, including the growing market of Japanese whisky.
The Edrington element of the company is a major supporter of the Robertson Trust, a Scottish organisation whose resources support very many Scottish charities. It was, for example, the Robertson Trust that was a major donor to the building of the swimming pool at the University of Stirling.
Peter’s particular responsibility is the market in London, which is extremely influential on a global scale. With 131 million visitors, and a daily population of 13 million, London has some 35% of the world spirits’ market. In addition, of the top 15 bars in the world, ten are located in London. For these reasons, the company is committed to being the leading provider of spirits in the capital, and, hence, to reinforce its global position.
In terms of the company’s contribution to the UK balance of trade, it exports 100 million cases every year, creating sales of £4 billion annually, with £1 billion going to the Exchequer.
John, Rod, Nick, and Peter
Their palates having been whetted, members were then invited to taste four of the company’s whiskies, including one produced in Japan. Guided by Peter as to the finer points of each whisky, there was a good deal of discussion as to the individual merits of each sample. Leading from this, Peter responded to a variety of questions, before being thanked by Speaker’s Host Billy Phillips. His comments were warmly endorsed by members.
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