Deerfield, Illinois, June 23, 2009 – Beam Global Spirits & Wine, the premium spirits business of Fortune Brands (NYSE: FO), today announced it has acquired the EFFEN® Vodka brand from the Sazerac Company, Inc. EFFEN, named after the Dutch word for smooth, is a super-premium brand produced in Holland with a patented distillation process.
“EFFEN Vodka is an excellent fit with our brand portfolio, and we’re excited to put our sales and distribution muscle behind it to accelerate the brand’s growth,” said Matt Shattock, president and chief executive officer of Beam Global Spirits & Wine. “EFFEN has built a strong following in select markets, and we believe our sales and marketing organizations can help expand distribution and build excitement for EFFEN in many more markets in the U.S. and around the world.”
With annual net sales of approximately $10 million, EFFEN’s distribution is currently concentrated in Chicago, Southern California and major Florida markets. The EFFEN product line includes EFFEN Vodka, EFFEN Black Cherry Vodka and limited edition EFFEN Raspberry Vodka.
As part of the transaction for EFFEN, Beam Global has sold the Old Taylor whiskey brand and inventory to Sazerac. Other terms of the proposed transaction were not disclosed.