Bacardi-Martini and Coca-Cola Europacific Partners (CCEP) have kicked off a multi-year deal in Australia on November 3, uniting the two beverage giants to expand their reach in the local drinks market.
First announced in August, the agreement gives CCEP responsibility for distributing brands including Bacardi rum, Bombay Sapphire gin, Grey Goose vodka, Patrón tequila, Dewar’s Scotch whisky, Angel’s Envy whiskey, and Martini vermouth, while Bacardi-Martini continues to oversee marketing and brand strategy.
“We have incredible brands with fantastic equity; however, we recognise that to unlock their full potential in Australia, we must join forces with a company that has the resources required to put them in the hands of consumers across the country,” said Luiz Schmidt, MD Bacardi-Martini Australia.
“CCEP not only has terrific scale, it has proven industry expertise capable of delivering long-term sustainable growth for both companies.”
The agreement strengthens CCEP’s position as a key player in the local premium drinks market and reflects broader consolidation trends in beverage distribution.
“The Bacardi portfolio is iconic, and at CCEP, we have the track record of operational excellence to best support it,” added Orlando Rodriguez, MD of Australia Coca-Cola Europacific Partners
“Together, we have great anticipation for what we can achieve in the dynamic and growing alcohol category.”
