Maxxium UK has added luxury vodka Snow Leopard to its portfolio of brands with immediate effect.
Brand owner Edrington, which holds a 50% share of Maxxium, acquired the luxury spirit in February 2013 in a bid to broaden and complement its current portfolio of premium whisky and rum brands.
Launched in 2006 by founder Stephen Sparrow, the vodka is the first luxury vodka to be made from the rare and expensive spelt grain, which gives a distinctive, nutty flavour.
A keen conservationist, Sparrow was inspired to create a brand that would help fund conservation of the endangered snow leopard. It donates 15% of its profits to the Snow Leopard Trust and since its launch more than US$70,000 has been raised internationally.
Maxxium UK managing director Huw Pennell said: "Stephen has created an exceptional vodka born from conservation – a luxury brand of award-winning quality with an inspiring aim behind it. We are delighted with the addition of Snow Leopard vodka, which is a perfect strategic fit for Maxxium UK."
He added: "The success of our luxury portfolio has been a key driver for us and the opportunity continues to grow."
