By James Atkinson

Beam has introduced its wholly-owned Effen Vodka brand to its Australian portfolio.

Beam Global acquired Effen from the Sazerac Company in 2009, but the brand has only now joined the local portfolio with the termination of Beam Australia's agency distribution agreement with Russian Standard Vodka.   

"There was a portfolio gap in Beam/CCA's vodka, where a super premium vodka was needed," said Beam brand manager – premium brands, Cheryl Tang.

Previously distributed by Hardy Wine Company to the off-premise under an agency deal that started in 2006, the brand will now have an on-premise focus under Beam and Coca-Cola Amatil's management. [continued below]

"Effen is a unique product, designed by the bartender for the bartender, and is created with the finest Northern Holland wheat, via a unique distillation and filtration process, resulting in the smoothest vodka," Tang said.

The brand was launched to the Sydney trade last week at an event held at QT Hotel (pictured above) featuring signature cocktails by Mixxit Australia director Jason Crawley.

"These Effen signatures were created to showcase Effen Vodka's flavours, being creamy, vanilla and sweet with faint pepper," Crawley said. 

"On the nose Effen vodka imparts toffee, definite vanilla, caramel and salted butter."

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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