Australia: Beam strengthens ties with Coca-Cola

Beam Global Spirits & Wine, the premium spirits business of Fortune Brands has announced a ten year incentive-based agreement with Coca-Cola Amatil in Australia.

The new agreement is an expansion of the arrangement established with Beam Global in 2007 where CCA managed the sales and distribution function of Beam Global’s spirits portfolio on behalf of Pacific Beverages (CCA’s joint venture with SABMiller). According to Beam Global, 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 deliver product innovations, advertising, sponsorship and promotions for Beam Global’s brand portfolio.

Phil Baldock, Beam Global president, Asia-Pacific/South America said: “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.”

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.”