Maxxium and Asahi Breweries forge Strategic Alliance

Maxxium premium wines and spirit portfolio get access to extensive Japanese distribution network. Tokyo (date) ¬Ė Maxxium Worldwide and Asahi Breweries Limited are in an advanced stage of negotiations for a co-operation in the Japanese market (excluding Okinawa). Maxxium Japan KK, it¬ís Japanese affiliate, will enter into a strategic alliance with Asahi Breweries for the sales of its portfolio through the Asahi distribution network. The new alliance combines the Maxxium premium spirits and wine portfolio, and marketing and high-end-on-premise skills with Asahi's clout and strength in the Japanese market. Asahi is expected to almost double sales of its wines and spirits business by 2005. Maxxium gains substantial growth perspectives for its third party and shareholder brands. Negotiations are at a final stage and the agreement is expected to be signed by early May. (Bron; persbericht Maxxium Japan)

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