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Eaux de vie joins forces with Malcolm Cowen

Spirits specialist Eaux de Vie will merge with Malcolm Cowen to increase its marketing power and distribution in the UK.

The two companies will become one on January 1 2009 with Eaux de Vie moving from its offices in Marylebone to Malcolm Cowen's Ealing base. Neil Mathieson, owner of Eaux de Vie denied there would be any job losses when the two teams merged.

Mathieson, who will become managing director at the new company, which is as yet unnamed, told Harpers: "We looked at the future and decided the bigger companies we worked with needed stronger marketing and distribution. In the current economic climate we have to concentrate on what we have and ensure they are performing as they should be."

Rupert Wilkins, Malcolm Cowen's chairman will become the new company's chairman. He said: "We will be more attractive to international companies who want to come to the UK because we will have more experience, a bigger sales force and customer base."

There are some duplications in the two companies' portfolios. Wilkins admitted there would be a "small element of streamlining".

However, he added: "Our ranges complement each other. For example, we are strong on Scottish whisky while Eaux de Vie brings Cooleys from Ireland and American Bourbon, Heaven Hill."

Eaux de Vie also hopes to gain from Malcolm Cowen's relationships with the major retailers. "We might start to look at the multiples with those producers who have the volume and support," said Mathieson.

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