Deerfield, Ill., and Sydney, Australia, March 21, 2011 – Beam Global Spirits & Wine, the premium spirits business of Fortune Brands (NYSE: FO), today announced a 10-year incentive-based agreement with Coca-Cola Amatil in the Australian marketplace.
The new agreement is an expansion of the arrangement established with Beam Global in 2007 where CCA managed all the sales and distribution function of Beam Global’s spirits portfolio on behalf of Pacific Beverages (CCA’s joint venture with SABMiller). The new agreement provides CCA and Beam Global a stronger opportunity to drive growth and market share in Australia, where Beam Global’s flagship brand, Jim Beam Bourbon, is the country’s top-selling spirit and Jim Beam and Cola is the number one-selling ready-to-drink (RTD) spirits brand.
CCA will continue to be responsible for manufacturing Beam Global’s ready-to-drink products, as well as the sales and distribution of the entire Beam Global Spirits & Wine portfolio in Australia in its own right, while Beam Global will continue to deliver new product innovations, advertising, sponsorship and promotions for Beam Global’s brand portfolio.
“Over the past four years we have cultivated a dynamic partnership with Coca-Cola Amatil that has driven significant momentum for Jim Beam and our premium spirits portfolio in this very important market,” said Phil Baldock, Beam Global President, Asia-Pacific/South America. “Coca-Cola Amatil’s retail market expertise and distribution reach, along with Beam Global’s brand-building power and innovative consumer communication, is a powerful combination that will give us a winning competitive edge in the marketplace.”
“We are delighted to sign this new, 10-year agreement with Beam Global. Not only does it represent a more valuable long-term partnership with the makers of some of the world’s premium spirits brands , it cements a relationship which, in a very short period of time, has been very successful for both partners,” said Terry Davis, Group Managing Director of CCA.
Beam Global has an extensive premium portfolio of top-performing products in the Australian marketplace, including Jim Beam ready-to drink products, Canadian Club and Canadian Club RTDs, Maker’s Mark Bourbon, Courvoisier Cognac and Laphroaig Scotch Whisky, among others.
Baldock added, “Through this performance-based agreement, we have secured the long-term competitive advantage of the largest, most effective sales force in the Australian marketplace for our brand portfolio.”