By James Atkinson
ASM Liquor's Vodka O and Tequila Blu brands are set to join the Beam Global Australia and Coca-Cola Amatil (CCA) spirits portfolio.
Beam today announced that the new distribution partnership aims to drive further growth for the Australian-owned brands and strengthen Beam and CCA's premium vodka and tequila offering.
"Vodka O and Tequila Blu's existing strong position in the market will be reinforced by the increased distribution opportunities and sales-force support provided by CCA," Beam said.
"Product innovation and business support will remain within ASM Liquor's responsibilities."
In just nine years, Vodka O has grown to represent around five per cent of the total vodka market in Australia.
ASM Liquor CEO Tim Szonyi told TheShout Beam's brand-building expertise and CCA's distribution network were the main reasons for its decision to enter into the deal.
"As an Australian-owned, small entrepreneurial business, we've had fantastic success to date, but our aspirations require a different set of skills and scale to be able to move to the next level," he said.
The partnership takes effect as of October 8th, 2013 and will see Tequila Blu retail at RRP $46.99 and Vodka O at RRP $36.00.
In July, Beam introduced its wholly-owned, super premium Effen Vodka brand to its Australian portfolio.