The multi-year agreement between Bacardi-Martini Australia (BMA) and Coca-Cola Europacific Partners (CCEP), which is aiming to transform BMA’s footprint in Australia, has commenced.
Under the agreement, Bacardi-Martini will retain control of consumer marketing and brand strategy while leading engagement in the on-premise channel.
CCEP will take responsibility for national distribution and market expansion, leveraging its extensive sales network to boost availability of key brands including Bacardí rum, Bombay Sapphire gin, Grey Goose vodka, Patrón tequila, Dewar’s blended Scotch whisky, Angel’s Envy American Straight Whiskey and Martini vermouth.
“We have a saying at Bacardi, ‘our brands are built in bars not in boardrooms’,” said Luiz Schmidt, Managing Director, Bacardi-Martini Australia, “and this agreement with CCEP means consumers can now enjoy our drinks in more bars than ever before. It also means the Bacardi team can give even greater focus to the most influential bars and set a new standard of excellence for brand advocacy and execution.
“Since we entered our agreement with CCEP, we’ve already established a fantastic collaborative spirit. Our working together is good news for our consumers, our customers and the entire industry as we drive cocktail culture beyond the city limits and into more bars across the country.”
Orlando Rodriguez, Managing Director – Australia Coca-Cola Europacific Partners, added: “This is an important and proud moment for CCEP. With our shared ambition, the Bacardi portfolio of world-class spirits and CCEP’s national reach and execution strength, we’re making it simpler for venues and retailers to access everything they need from one trusted team to deliver real value for our customers.
“I’m incredibly proud of what we’ve already built with Bacardi and excited for the opportunities we’ll unlock together.”