By Rebecca Harris

Beam Global Spirits and Wine today (October 8) announced it will add Courvoisier Cognac and Laphroaig Islay Single Malt Scotch to its portfolio of brands, effective March 31 next year.

The brands will be distributed by Coca-Cola Amatil (CCA) through the current Maxxium Australia arrangement.

The acquisition follows on from Remy Cointreau’s recent announcement that it will exit Maxxium and appoint Suntory Australia as the official distributor of its Australian portfolio, also effective March 31 next year.

“We are eager to thank Suntory Australia, who have done a sensational job managing these brands since they were acquired from Allied in 2006,” Beam Global Spirits and Wine marketing director, James Sykes, said in a statement.

“With the exit of Remy Cointreau from the Maxxium arrangement, it is logical for Courvoisier and Laphroaig to join the remainder of the Beam Global portfolio in the Maxxium and CCA arrangement,” he said.

Laphroaig is the world’s number one selling Islay whisky. Courvoisier is the only Cognac to be awarded France’s highest award for excellence – the Prestige de la France.

Courvoisier and Laphroaig will continue to be sold by Suntory Australia until the official handover in 2009.


The Shout Team

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