Chinablue is a consumer products start-up with a founding team intent on establishing a luxury Eurasian lifestyle brand inspired by classic Shanghai elegance and style. Chinablue began offering culinary products in the US and secured distribution through Williams-Sonoma, a specialty food outlet, and Safeway, a major grocery chain.

Maxxium (B) details the addition of the 4th partner and new partnership models that it has adopted. The case raises issues around whether and how the company should grow.

Maxxium (A) covers the creation and growth of the wine and spirits distribution joint venture formed in 1999 by three different producers: Highland Distillers of Scotland, Jim Beam Brands of the USA, and Remy Cointreau of France.