By Andrew Starke

Beam Global Spirits & Wine, the premium spirits business of the US-based Fortune Brands, has announced a 10-year incentive-based agreement with Coca-Cola Amatil (CCA) in the Australian market.

The new deal is an expansion of the arrangement established with Beam Global in 2007 where CCA managed all the sales and distribution function of Beam Globe’s spirits portfolio on behalf of Pacific Beverages (CCA’s joint venture with brewer SABMiller).

CCA will continue to be responsible for manufacturing Beam Global’s ready-to-drink products, as well as the sales and distribution of the entire Beam Global Spirits & Wine portfolio in Australia, while Beam Global will handle new product innovations, advertising, sponsorship and promotions for Beam Global’s brand portfolio.

“Over the past four years we have cultivated a dynamic partnership with Coca-Cola Amatil that has driven significant momentum for Jim Beam and our premium spirits portfolio in this very important market,” said Beam Global president, Asia-Pacific/South America Phil Baldock.

“Coca-Cola Amatil’s retail market expertise and distribution reach, along with Beam Global’s brand-building power and innovative consumer communication, is a powerful combination that will give us a winning competitive edge in the marketplace.”

Beam Global has an extensive premium portfolio of products in the Australian marketplace, including Jim Beam ready-to drink products, Canadian Club and Canadian Club RTDs, Maker’s Mark Bourbon, Courvoisier Cognac and Laphroaig Scotch Whisky.

“We are delighted to sign this new, 10-year agreement with Beam Global. Not only does it represent a more valuable long-term partnership with the makers of some of the world’s premium spirits brands , it cements a relationship which, in a very short period of time, has been very successful for both partners,” said CCA group managing director Terry Davis.


The Shout Team

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