Bacardi-Martini Australia appoints CCEP as exclusive distributor to drive premium spirits growth 

AUSTRALIA – Bacardi-Martini Australia has entered a new distribution agreement with Coca-Cola Europacific Partners (CCEP) to expand the reach of its premium spirits and ready-to-drink (RTD) portfolio across the country. 

Under the arrangement, Bacardi-Martini Australia will retain control of consumer marketing and brand influence for its portfolio, while also focusing on strengthening on-premise relationships and enhancing brand advocacy.  

CCEP will take charge of distribution and market expansion efforts, leveraging its scale and expertise in the Australian beverage market. 

Luiz Schmidt, Managing Director of Bacardi-Martini Australia, highlighted the company’s commitment to the growth of the premium spirits sector.

“We are proud of the leading role we have played in growing the premium spirits industry in Australia and establishing its thriving cocktail culture,” Schmidt said.  

He added that partnering with CCEP would allow the company to unlock the full potential of its brands through wider consumer access. 

CCEP’s Australian Managing Director, Orlando Rodriguez, expressed optimism about the collaboration. “Our success is built on great brands, great people and great partnerships.  

With close to 20 years of specialist experience in the alcohol category, we are excited to harness our depth of expertise to help take the Bacardi-Martini Australia portfolio to new heights,” Rodriguez said. 

CCEP is one of the world’s leading consumer goods companies, serving over 600 million consumers and four million customers in 31 countries.  

In Australia, it supplies more than 89,000 customers across 98 per cent of postcodes, supported by over 3,000 employees.  

The company is also one of the largest bottlers and distributors of both non-alcoholic and alcoholic RTD beverages in the country, having acquired the Billson’s Beverages brand and RTD business late last year. 

From 3 November, CCEP will distribute Bacardi-Martini Australia’s leading brands, including Bacardí rum, Bombay Sapphire gin, Grey Goose vodka, Patrón tequila, Dewar’s Blended Scotch whisky, Angel’s Envy American Straight Whiskey, and Martini vermouth, through its extensive Australian network. 

In addition to its Australian operations, Bacardi’s parent company recently launched an environmental initiative in Puerto Rico.  

Partnering with recycling company Reciclaje del Norte and the Municipality of Cataño, the program collects and crushes glass bottles from local bars and restaurants for reuse in producing building materials.  

The initiative began in May and currently operates in the Cataño Bay area near the company’s rum distillery. 

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