A new distribution agreement has been signed between ready-to-serve cocktail maker Curatif and multinational drinks distributor Amber Beverage Group.
Wrapping up a three-year relationship with local distributor Craft Revolution, the new partnership with international distributor Amber Beverage will drive Curatif’s global expansion and growth plans.
Founded in 2019, Curatif has become the global leader in the fast-growing RTD segment. Recognised by the IWSC as Global RTD Producer of the Year, the canned cocktail maker has also won Grand Master at the Global Spirits Masters Challenge, as well as World’s Best Cocktail and World’s Best Contemporary Cocktail at the World Drinks Awards.
Matt Sanger, Managing Director of Curatif, commented on the opportunities that will be afforded by the new appointment.
“Periods of great change and innovation in an industry are always exciting, we love being a part of the RTD movement, and are acutely focused on the road ahead, which has some pretty exciting signs for the little company that cans.”
“Thanks to the unwavering support of our shareholding community, we have been able to build out an entire end-to-end capability at our facility in Port Melbourne which has given us the scope to focus on new opportunities and markets, including an upcoming launch in the U.S.”
“We are proud to be the forerunner of this dynamic shift in thinking in the premix cocktail segment. We’re always deeply encouraged to be recognised for our commitment to quality and innovation. We’ve won the highest awards possible on the world stage and we’re very excited to now be bringing these amazing cocktails to more consumers in different markets,” added Sanger.
Boosted by an increase in at-home consumption, the RTD category has seen significant growth in volume and revenue. Amber Beverage Group welcomes Curatif to its global network of over 1,300 drinks brands across 20 countries, with plans to support its expansion in the global market.
“We are thrilled to welcome Curatif to the Amber Beverage portfolio,” said Tanya Mah, Head of Marketing at Amber Beverage. “Curatif cocktails are the drinks of the world’s best bars. We’re excited to deliver growth by expanding occasionality to take the on-premise into the home-premise with a range of world-class, convenient can cocktails that emulate the at-the-bar experience.”
“Ready-to-drink remains one of the fastest growing categories in Australian liquor. Data released by Roy Morgan earlier this year shows that 20.8% of over-18s now drink RTDs, a consumption rate that has nearly doubled since the start of Covid.”
“Consumers are looking for the RTD equivalent to on-premise cocktails. They’re demanding the same, if not better, when it comes to flavour and quality in a convenient and sustainable format. Curatif provide Amber Beverage a competitive advantage to help meet consumer needs. The brand is 100 per cent Australian, being made locally in Melbourne, and complements our existing portfolio of premium spirits perfectly.”