By Andy Young

Coca-Cola Amatil (CCA) and Beam Suntory have strengthened their existing relationship by signing a new 10-year agreement, which is due to commence on 1 July.

The deal is an extension of the partnership which already exists between the two companies, furthering their agreement by an extra two years.

CCA’s managing director of alcohol and coffee Shane Richardson, said: "The agreement signifies a very exciting step in the long-term partnership between CCA and Beam Suntory.  

"As well as further strengthening CCA’s range of market-leading spirits and RTDs, the new agreement deepens the relationship between our two companies.

"Over the past year we have worked hard together to grow the Beam portfolio in a challenging market, and this is testament to the quality of our relationship. This new partnership represents a very exciting portfolio expansion, which gives us an even greater range to offer our customers across the country."

CCA is currently responsible for the sales and distribution of the Beam Inc. spirits portfolio and the manufacture, sales and distribution of its ready-to-drink spirits portfolio.

The new agreement fully integrates the Beam Suntory spirits range into the CCA portfolio.

Beam Suntory Oceania managing director Peter Gunning added: "We are now taking this opportunity to amplify the value of this unique partnership by extending the breadth and depth of the portfolio distributed by CCA.  

"This new agreement will underscore our position in the marketplace as Australia's whisky powerhouse bringing together the very best of Beam Suntory in Australia."

The partnership also delivers an integrated sales and marketing team, with a core focus on brand development, including up-weighted resource to support the extended portfolio.

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The Shout Team

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