AUSTRALIA | This month, Bacardi has entered a new era in Australia as it kicks off its collaboration with Coca-Cola Europacific Partners (CCEP).
The multi-year agreement between Bacardi and CCEP transforms the footprint of the family-owned company’s portfolio in Australia.
Thanks to CCEP’s extensive network and operational excellence, more consumers across the country now have the opportunity to enjoy leading brands in the Bacardi portfolio, 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.
“We have a saying at Bacardi, ‘our brands are built in bars, not in boardrooms, ’ and this agreement with CCEP means consumers can now enjoy our drinks in more bars than ever before. It also means the Bacardi team can give even greater focus to the most influential bars and set a new standard of excellence for brand advocacy and execution,” said Luiz Schmidt, Managing Director, Bacardi-Martini Australia.
“Since we entered our agreement with CCEP, we’ve already established a fantastic collaborative spirit. Our working together is good news for our consumers, our customers and the entire industry as we drive cocktail culture beyond the city limits and into more bars across the country.”
While CCEP is focused on the distribution and market expansion of the Bacardi portfolio of premium spirits and ready-to-drink (RTD) brands, consumer marketing and influence remain the responsibility of Bacardi-Martini Australia, along with the influential on-premise channel.
Bacardi will continue to strengthen its relationship with these key trade partners, the most respected bars, restaurants and clubs in the country.
Orlando Rodriguez, Managing Director – Australia, Coca-Cola Europacific Partners, added that this was a critical and proud moment for CCEP.
“With our shared ambition, the Bacardi portfolio of world-class spirits and CCEP’s national reach and execution strength, we’re making it simpler for venues and retailers to access everything they need from one trusted team to deliver real value for our customers,” he said.
“I’m incredibly proud of what we’ve already built with Bacardi and excited for the opportunities we’ll unlock together.”
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