Spirits Platform, a new Australian sales, marketing and distribution company has been established in the wake of the international merger between Beam and Suntory.
A range of leading spirit brands that are currently distributed by Suntory Australia are set to be managed by the new company, under the direction of David Moore, ex-General Manager Finance and Operations of Suntory Australia.
Launching on 3 August this year, with an aim to build and support premium spirit brands in Australia, Spirits Platform will manage premium brands including Cointreau, Tia Maria, Rémy Martin, Louis XIII, Mount Gay Rum, Sierra Tequila, and Chartreuse.
According to Moore, Director at Spirits Platform, the brands involved saw a gap in the market and made their move.
“Premium spirit brands in the Australian market have seen the opportunity to come together and have an independent player in the marketplace to focus on their brands,” he says.
Moore was also quick to point out that there will be no major changes in the level of service experienced by retailers and venues.
“[There] will be a continuation of the [service and products] that they have been receiving to this point in time,” he says. “The same level of high quality premium brands, brought to them the same way they have been receiving them until this point. There will be very little change.”
However, while the company is “open to discussions with any brand owners” according to Moore, the immediate focus is on the brands they have in the current portfolio and maintaining the high levels of service the marketplace is accustomed to.
“We are pleased to launch with such an incredible brand portfolio and look forward to delivering fully-integrated, multi-channel programs to support these brands alongside our trade partners,” says Moore.
While the company says it is not in a position to provide information on sales staff, structure and other appointments before the launch of the business, Moore has over 30 years’ experience in the industry, working with Suntory and within Lion Nathan’s beer and wine portfolio. On-premise is set to be a key focus for the business in terms of building brands and the company will be structured accordingly.
Mungo Gilchrist, Managing Director North-East Asia & Pacific for Rémy Cointreau International, additionally expressed his company’s excitement at being involved with the new, independent distributor.
“In an era of mega-mergers, Spirits Platform will be an effective route to market for premium spirits producers who wish to maintain their independence,” he says.
Spirits Platform will commence business on Monday 3 August 2015, with Moore confirming that the brands will continue to be distributed by Suntory until the end of the month, before transitioning to the new company.
The full portfolio consists of Cana Rio Cachaca, Chartreuse, Cointreau, Cointreau Noir, Disaronno, Finsbury Platinum Gin, Gin Mare, Licor 43, Louis XIII, Metaxa, Metaxa Ouzo, Mount Gay Rum, Opal Nera Sambuca, Passoa, Rémy Martin, Sierra Tequila, St-Rémy, Tia Maria, and Villa Massa Limoncello.