Bacardi has signed an agreement with Coca-Cola Europacific Partners (CCEP) to handle the distribution of its spirits brands in Australia.
The “multi-year” arrangement with the Bombay Sapphire owner’s Australian subsidiary will commence on 3 November. Bacardi-Martini Australia will retain responsibility for the on-premise channel in the country while CCEP will focus on the “distribution and market expansion” of Bacardi’s spirits and RTD portfolio.
“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 resource required to put them in the hands of consumers across the country,” said Bacardi-Martini Australia’s MD, Luiz Schmidt.
“CCEP not only has terrific scale, it has proven industry expertise capable of delivering long-term sustainable growth for both companies.”
Last month, Bacardi launched a global travel retail campaign for the premium El Alto expression of tequila mark Patrón.
