AUSTRALIA | Bacardi-Martini Australia has announced a new distribution agreement with Coca-Cola Europacific Partners (CCEP), which will transform the footprint of the family-owned company’s portfolio in Australia.
As part of this collaboration, Bacardi-Martini Australia will lead consumer marketing and brand influence, investing in world-class creative campaigns that build long-term equity for its iconic brands.
The company will also take the lead in the influential on-premise channel, strengthening relationships and setting new standards for brand advocacy and execution in Australia’s most iconic venues.
Meanwhile, CCEP will focus on the distribution and market expansion of the Bacardi portfolio of premium spirits and ready-to-drink (RTD) brands.
Through its extensive network and operational excellence, CCEP will ensure more consumers across the country have the opportunity to enjoy iconic brands like 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 are proud of the leading role we have played in growing the premium spirits industry in Australia and establishing its thriving cocktail culture,” said Luiz Schmidt, Managing Director, Bacardi-Martini Australia.
“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. CCEP not only has terrific scale, it has proven industry expertise capable of delivering long-term sustainable growth for both companies.”
Orlando Rodriguez, Managing Director – Australia Coca-Cola Europacific Partners, added that this success was built on great brands, great people and great partnerships.
"With nearly 20 years of specialist experience in the alcohol category, we are excited to leverage our depth of expertise to help take the Bacardi-Martini Australia portfolio to new heights," he said.
“The Bacardi portfolio is iconic, and at CCEP, we have the track record of operational excellence to best support it. Together, we have great anticipation for what we can achieve in the dynamic and growing alcohol category.”
The new, multi-year distribution agreement will come into effect on the 3rd of November, 2025.
