Drinks firm deal to add fizz to Irish market

Drinks distributors Maxxium Ireland and Barry and Fitzwilliam Ltd are to partner and form a new company which will operate in the Irish wines and spirits market.

The new company, Barry Fitzwilliam Maxxium, intends to go live in February 2004 and forecasts a combined turnover of €55-€60m.

Michael Barry, currently Managing Director of Barry and Fitzwilliam Ltd, will become MD of the new venture and will be supported in his new role by a management team drawn from both companies.

The new partnership will sell and distribute a wide range of premium spirits, wines and beer.

This includes ABSOLUT vodka, Remy Martin Cognac, The Famous Grouse Finest Scotch Whisky, Jim Beam Bourbon, MontGras, McGuigan, Glen Ellen, Michel Lynch and Guigal wines, Corona and San Miguel beer.

A Cork and Dublin office will be maintained to ensure national coverage.

Michael Barry said today: "This agreement enables Barry Fitzwilliam Ltd to align its operations with a major international drinks company, creating a strong and dynamic player in the Irish drinks market."

Alex Gonnella, current Managing Director of Maxxium Ireland, commented: "Barry Fitzwilliam Maxxium is a powerful new brand building business that will develop and enhance the Maxxium and Barry and Fitzwilliam portfolio of brands in Ireland."